Program Details: Each year, the program is fine-tuned. For example, one year the promotion focused on comic-book renderings of the Superheroes for premiums and point-of-purchase materials, rather than newer, animated versions.
In addition, AT&T placed voice messages from Superheroes on 10-minute calling cards included in family "Summer Adventures" packets, along with Fuji disposable cameras, coupons for free film processing, comic books, and other goodies.
Objective: For several years, Warner Bros.' DC Comics division and Best Western have teamed up to offer their family-targeted "Summer Adventures" promotion with partners Fuji and AT&T
Supplier: Warner Bros.
Results: Hotel business has increased as much as 200% during the summer campaign.
"What works for us," said Tom Dougherty, Best Western's manager of promotion and partnerships, "is creating a franchise for our summer business and getting the endorsement of these Superheroes that extends all year long."
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