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Opportunity

USA Today needed a major property to leverage as a way to generate more advertiser interest, drive readership and enhance credibility of their sports section.

Action

Developed a promotion for USA Today to become the title sponsor of Major League Baseball’s All-Star Game balloting. Program included USA Today couponing on All-Star ballots, copies of USA Today distributed at ballparks on promotional nights, and retired MLB players joining in ad sales calls with USA Today’s sales teams.

Result

Circulation jumped 18% after the first year’s promotion; ad revenue increased 27% for the months following the All-Star Game. USA Today continued the sponsorship for the next 5 years with solid increases in circulation and ad sales each year.






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