My Best Promotion
First-hand tales of creativity and success
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THE PROMOTION
A major airline offered Roberts a 20,000-piece direct mail campaign intended to reach travel agents around the country, his job being to pick an item to pair with the mailer. The airline was also listening to pitches from several of his competitors, putting Roberts into a position where he had to beat his competitors' best ideas to earn the sale.
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Michael Cornnell
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