conjunction with a public relations campaign in order to maxi-
mize impact. Promotions should be incorporated into the market-
ing mix. In some cases, a promotion can be publicized by adver-
tising the promotion in order to create awareness.Street Promotions and
Other Unique Promotions
When thinking of a stunt or street promotion, you have to realize
that it requires more careful preparation while still making the
promotion noteworthy and interesting. Remember, to make the
promotion successful, you have to keep it legal. Additionally, lo-
cation of the promotion is critical; if you are doing the promotion
for public attention, pick a central location or an area that has high
visibility and large amounts of traffic.
Every year, to announce the fact that the Ringling Bros. and
Barnum & Bailey circus is in town, the circus does a street pro-
motion called the animal walk. Depending on logistics and neigh-
borhoods, most of the animals from the circus are paraded from
the circus train to the venue in which they will be performing.
This is a tradition in every town the circus tours and has been go-
ing on for many years. Three years ago, to enhance the excitement,160 Chapter 7 Marketing Festivals, Fairs, and Other Special Events
Would You Kiss a Boat?
For the Pennsylvania Boat Show, we created a promotion
in which a contest was held and 10 listeners of a radio
station were invited to come out to the show and kiss a
boat continuously. The last person left kissing the boat
won it. The promotion took place over a three-day period
and was continually advertised by the radio station, as
well as in all advertisements placed for the boat show.
This helped to create a situation, which was ripe for pub-
lic relations. Through press releases and the awareness
created from the advertising, stories on television, in
newspapers, and even on a competing radio station, a
wide audience was obtained.