Magazine article Marketing

Telethon Pack Dropped

Magazine article Marketing

Telethon Pack Dropped

Article excerpt

Telethon pack dropped

ITV Telethon, the biennial charity fundraising splash, has dropped its ambitious plan to co-ordinate on-pack promotions for all Telethon corporate sponsors.

The plan, called "Telethon Shopping" and originated by sales promotion company KLP, was to have given firms a chance to increase their sales directly through on-pack promotions carrying Telethon branding.

Instead of making a donation, each participating company was to have paid 30,000 [pounds] to a joint promotional pool, as well as meeting KLP's fee. KLP would then have created a marketing campaign for each company to boost sales, and cash would go to Telecom from each additional unit sold.

Telethon has rejected the grand plan in favour of traditional fundraising methods. "The branding of Telethon didn't work," says Diana Potter, Telethon's corporate fundraiser, who claims the idea failed to win any new corporate donors. Only Ranks Hovis McDougall took up the offer (for Bisto), but it had carried on-pack promotions during the last Telethon. …

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