Free editorials and special ads were major elements of the strategy to stimulate visits: Free live on-air radio-editorials plus newspaper editorials the same day increased contact quality and penetrated the event character of the promotion. The majority of channels announced the raffle on their own homepages with a direct link. Special ads increased impact; transparent skyscrapers were placed at the end of high-rating programmes. Crawls were integrated into the campaign to air the message quickly.

The negotiated editorialsgenerated through free reports on TV stations, online sites, newspapers and magazines that had not been negotiated. We created a topic during lunch breaks. Apart from that visits increased significantly, and unaided advertising awareness reached its maximum during the promotion.