Success Story: WLAX-TV Colors La Crosse In Safety

Apr 5, 2004  •  Post A Comment

Combining a child’s love of drawing with safety education is the goal behind WLAX-TV’s annual “Color Me Safe” promotion.
The Grant Communications Fox affiliate in La Crosse, Wis., has produced a coloring book on safety for the past three school years. Last year the coloring book featured a safety tip for each letter of the alphabet.
“Every letter was sponsored by a company, and inside there were also business-card-size ads,” said Station Manager Jeff Armstrong. “Our [return on investment] was outstandingly huge. It was about 23 to 1.” HandiMart and Subway were among the sponsors.
Subway was also a sponsor of a successful ad sales promotion at Morgan Murphy Group’s WKBT-TV, a CBS affiliate.
If arena football fans could kick the ball into the bed of a pickup truck parked on the game floor during halftime, they’d win the truck.
“Get on the Night Train,” named after the now-defunct local Night Train arena football team “sparked higher attendance to the game,” said General Sales Manager Barb Pervisky. “The La Crosse Center was very happy, and the team was happy.”
The truck was painted with the logos of other sponsors that took part in the promotion. One night was Subway night, on which the food chain passed out coupons at the arena.
The station, which received accolades for the promotion at last year’s National Association of Broadcasters Hundred Plus convention, is considering doing something similar this year with the La Crosse Loggers baseball team.
The La Crosse-Eau Claire, Wis., designated market area was 25.7 million in 2003 and is expected to reach $27.5 million by year-end.