The Vermont Teddy Bear Co. has arrived in the city that drives the most sales for its Bear-Gram gift business: New York. And for the first time, the company is using signs on buses to promote its Bear-Grams to the Big Apple.
“We just thought we’d give [the brand] some more juice,” says media manager Gerry Howatt, for the Vermont Teddy Bear Co.
Local radio personalities from Emmis radio stations are asking New Yorkers to be on the look out for bears roaming the streets between Feb. 1 and Valentine’s Day. Select city buses are papered with four creative, each featuring a different Teddy bear. Anyone who calls in to the radio station and correctly identifies all four bears will get to pick up the furry animals at the local station and take them home.
Vermont Teddy Bear Co. is no stranger to using radio to promote its bears.
Some 92% of the Bear-Gram gift business is driven by direct response radio advertising, supported visually by the Internet, with Valentine’s Day being one of its busiest holidays. The service comprised 88% of the company’s net revenue for fiscal 2002.
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