The E-Sylum:  Volume 6, Number 39, September 28, 2003, Article 10

PUBLICITY FOR THE NEW TWENTY

   Tom Sheehan pointed out an article in today's New York
   Times about the publicity machine pumping up awareness
   of the new U.S. $20 bills.

   "The bill has already made appearances on the game shows
   "Wheel of Fortune" and "Pepsi Play for a Billion," where
   its new look and security features were talked up. Jay Leno,
   David Letterman and other late-night talk-show hosts have
   been poking fun at it - which is exactly what the William
   Morris Agency was hoping for when it discussed the new
   bill months ago with the shows' writers.

   During the introduction week, the bill is likely to be featured
   on many news and entertainment programs just because it's
   newsworthy. But it will also have a starring role on "Who
   Wants to Be a Millionaire," with hundreds of new $20 bills
   doled out to audience members, and Meredith Vieira, the
   host, explaining the bills and waving them in front of the
   camera. The bill will get a category of questions on
   "Jeopardy" and will pop up on "America's Funniest Home
   Videos." In one of several joint marketing efforts between
   the Treasury and consumer goods companies, the bill's
   design will grace bags of Pepperidge Farm's Goldfish
   crackers, and the crackers themselves will be colored to
   match the new bills.  Images of the new note will pop up
   on thousands of A.T.M.'s, and the bill will even be
   superimposed electronically on the field during college
   football games on ESPN and Monday Night Football on
   ABC."

   "it is the kind of publicity the Treasury couldn't buy if it
   were simply using the advertising route. That's why it
   broke the government mold and hired William Morris
   and the product placement firm Davie-Brown
   Entertainment to make the bill a celebrity through public
   relations instead of paid advertisements."

   For the complete article, see:
   http://www.nytimes.com/2003/09/28/business/yourmoney/28twen.html

  Wayne Homren, Editor

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