The Lion King Roars in Cleveland

By Submitted by Michael Ferry, assistant circulation director, The Plain Dealer | Written by Robert L. Rubrecht, director/circulation marketing, NAA

Savvy newspaper marketers know that contests create excitement and can be the impetus to drive single copy sales. The Plain Dealer of Cleveland, Ohio created a contest for single copy buyers that featured several partners and drove readers to their Web site, Cleveland.com to enter the The Lion King contest.

Partners in the promotion were The Lion King production, Playhouse Square Foundation, Hyatt Regency Hotel, the “1890” Restaurant and Heinen’s Supermarkets. During the contest period an ROP ad ran in The Plain Dealer encouraging readers to purchase their copy at Heinen’s Supermarkets between July 8th and 29th for a chance to win a pair of tickets to the Lion King Show.

Readers who purchased their newspaper at Heinen’s received an insert that had been stuffed in the paper by Heinen’s personnel touting the contest. The Grand Prize featured a pair of tickets to the show and a special VIP cast event, dinner for two and overnight accommodations at the Hyatt Regency Cleveland at The Arcade. There were numerous other prizes consisting of Lion King prize packs and show merchandise.

While the front of the insert held contest information and promotional information about The Lion King, the reverse side provided information on The Hyatt Regency and a 10 percent off coupon for the 1890 Restaurant. The coupon provided added value for everyone purchasing a newspaper at Heinen’s Fine Foods. Kurt Metcalf, executive assistant manager for the Hyatt Regency said, “We liked using the 10 percent discount to get them to try the restaurant. We saw increased hotel visits and restaurant traffic during the Lion King performances. We attributed that to the insert piece.”

Originally, finding a sponsor to underwrite the cost of the color insert piece was a challenge but by working with the advertising division, they were able to secure the Hyatt. Another challenge was the insertion of the piece into the newspaper but again The Plain Dealer was able to negotiate this element with Heinen’s management.

This promotion garnered many benefits:

• Provided the advertising department with a great relationship building tool that may become a future revenue builder.
• Increased store traffic for Heinen’s.
• Sold more single copy.
• Drove traffic for Hyatt Regency Hotel.
• Got people on the Cleveland.com web site.
• Built awareness around Lion King performances.
• Helped Playhouse Square drive traffic.

Over the course of the 3 week July period, the 17 Heinen locations increased daily sales by four percent and Sunday sales by 22% year-over-year. Increased foot-traffic and business for the various partners in this promotion has led to enhanced relationship.

First Published:
May 8, 2008