Building Brands with Radio Ad Campaigns – Creatively
Saturday, April 10th, 2010Creative Promotional Packaging Builds Tremendous Value and Gets Great Results
By Steve Pollak
Here’s another case where a radio ad campaign helped build a company so well that it became attractive to interested buyers.
In 1999, TravelWorm.com was the leading reseller of hotel rooms in Las Vegas running ads in the back of the Los Angeles Times’ Vegas travel section. Talk show personalities Howard Stern and Tom Leykis were brought in to voice commercials that were used in a national radio campaign which ran for over 3 years.
As a key sponsor of the Stern Show in Vegas at the Hard Rock Hotel Casino 2 years in a row, a complete promotional package was developed and assembled including on-air appearances, TV, pictures on the set, and logo presence included on microphones. TravelWorm also provided all the airfare for all the guests, talent and crew.
TravelWorm provided a grand prize of a trip for two to Paris for The Ms. Howard Stern Beauty Pageant. Years later, after the Stern show moved to Sirius-XM, the shows have been replayed and can be heard periodically to this day.
The radio ad campaign with a powerful promotion package of tremendous value greater than its cost helped build a brand name, attracting the interest of the likes of Hotels.com, who eventually bought TravelWorm.
@radioactivemed
