[Bcma-l] CMA, Communique: National Museum Campaign with Kellogg Canada

Wed, 7 May 2008 13:03:11 -0700

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I could be getting cereals confused, but I recall that they did a similar c=
ampaign with bowling. Movies, too. My kids are all over those things to con=
vince me to buy those cereals! Seems like a good idea to generate family vi=
sits from non-member families.

Cheerio (!),

Brenda Weatherston

________________________________
From: bcma-l-admin@museumsassn.bc.ca [mailto:bcma-l-admin@museumsassn.bc.ca=
]
Sent: Wednesday, May 07, 2008 12:20 PM
To: BCMA-L
Subject: [Bcma-l] CMA, Communique: National Museum Campaign with Kellogg Ca=
nada

-------- Original Message --------
Subject:

CMA, Communiqu=E9: National Museum Campaign with Kellogg Canada [REF5360000=
773000007583]

Date:

Wed, 07 May 2008 14:46:00 -0400

From:

Canadian Museums Association des mus=E9es canadiens <lmcconnell@museums.ca>=
<mailto:lmcconnell@museums.ca>

May 7, 2008

National Museum Campaign with Kellogg Canada:
Sign up today!

To all members;

PLEASE forward to your marketing and communications staff.

The CMA is pleased to announce an opportunity for all museums, galleries, z=
oos, heritage sites and related institutions across Canada to participate i=
n a national marketing campaign with Kellogg Canada, planned for 2009.

The goal for Kellogg's is to align their family of cereals with the social =
value of museums, and the family experience of shared time together - wheth=
er at the breakfast table, or walking through one of Canada's 2,500 museums=
, galleries, zoos, heritage sites, sport halls of fame, and more.

This is a tremendous opportunity for a national public awareness campaign f=
or museums, which we have never done as a sector before. It requires NO CAS=
H commitment from you, and we are working hard to keep it as simple as poss=
ible.

What is the promotion?
>From April 1 to July 1 2009, Kellogg Canada will put a promotional coupon =
on 3 million cereal boxes (both adult's and children's) across the country.

The coupon will entitle the bearer to one free entry to a museum (to a maxi=
mum value of $10, one per family) when the bearer is accompanied by a full-=
fare paying adult.

Kellogg Canada will launch a national media campaign highlighting museums a=
s family destinations that will include:

 *   National TV advertising for four weeks
 *   National promotions in grocery stores - reaching over 8 million adults
 *   On-pack branding (front and back) of 3 million cereal boxes
 *   Regionally targeted print advertising in grocery flyers
 *   Promotional materials for use at participating sites
 *   Dedicated website promoting all participating museums with direct link=
s to your websites

What if you don't charge admission?
You can still participate and benefit from new exposure! Consider offering =
everyone who brings in a coupon another promotion in exchange (for example:=
 half-price off an event ticket, discount in the gift shop, reduced members=
hip fees, etc.).

You can also consider getting regional promotion for your site by offering =
a prize.

What if you're not a CMA member?
This opportunity is open to all museums and related institutions across Can=
ada, whether they are CMA members or not.

Sign up today!
At this time, we need your commitment. This is what you need to do:

 *   Reply to this email, stating your interest in participating.
 *   CMA will send you the complete details and the Letter of Intent to Par=
ticipate.
 *   You will need to complete the Letter and return it to the CMA by June =
27, 2008.
Don't miss this opportunity to reach out to Canadians across the country - =
even our Prime Minister eats breakfast!

Questions?

Naomi Grattan
Director of Communications
Canadian Museums Association
613-567-0099 x223
ngrattan@museums.ca<mailto:ngrattan@museums.ca>
www.museums.ca<http://www.museums.ca>

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<div class=3DSection1>

I could be getting cereals confused, =
but
I recall that they did a similar campaign with bowling. Movies, too. My kid=
s
are all over those things to convince me to buy those cereals! Seems like a
good idea to generate family visits from non-member families.<o:p></o:p></s=
pan>

<p class=3DMsoNormal><font size=3D2 color=3Dblue face=3DTahoma><span style=
=3D'font-size:
11.0pt;font-family:Tahoma;color:blue'><o:p>&nbsp;</o:p></span></font></p>

<p class=3DMsoNormal><font size=3D2 color=3Dblue face=3DTahoma><span style=
=3D'font-size:
11.0pt;font-family:Tahoma;color:blue'>Cheerio (!),<o:p></o:p></span></font>=
</p>

<p class=3DMsoNormal><font size=3D2 color=3Dblue face=3DTahoma><span style=
=3D'font-size:
11.0pt;font-family:Tahoma;color:blue'><o:p>&nbsp;</o:p></span></font></p>

<p class=3DMsoNormal><font size=3D2 color=3Dblue face=3DTahoma><span style=
=3D'font-size:
11.0pt;font-family:Tahoma;color:blue'>Brenda Weatherston<o:p></o:p></span><=
/font></p>

<p class=3DMsoNormal><font size=3D2 color=3Dblue face=3DTahoma><span style=
=3D'font-size:
11.0pt;font-family:Tahoma;color:blue'><o:p>&nbsp;</o:p></span></font></p>

<div>

<div class=3DMsoNormal align=3Dcenter style=3D'text-align:center'><font siz=
e=3D3
color=3Dblack face=3D"Times New Roman"><span style=3D'font-size:12.0pt;colo=
r:windowtext'>

<hr size=3D2 width=3D"100%" align=3Dcenter tabindex=3D-1>

</span></font></div>

<p class=3DMsoNormal><b><font size=3D2 color=3Dblack face=3DTahoma><span
style=3D'font-size:10.0pt;font-family:Tahoma;color:windowtext;font-weight:b=
old'>From:</span></font></b><font
size=3D2 color=3Dblack face=3DTahoma><span style=3D'font-size:10.0pt;font-f=
amily:Tahoma;
color:windowtext'> bcma-l-admin@museumsassn.bc.ca [mailto:bcma-l-admin@muse=
umsassn.bc.ca]
<br>
<b><span style=3D'font-weight:bold'>Sent:</span></b> Wednesday, May 07, 200=
8
12:20 PM<br>
<b><span style=3D'font-weight:bold'>To:</span></b> BCMA-L<br>
<b><span style=3D'font-weight:bold'>Subject:</span></b> [Bcma-l] CMA, Commu=
nique:
<st1:PlaceName w:st=3D"on">National</st1:PlaceName> <st1:PlaceType w:st=3D"=
on">Museum</st1:PlaceType>
Campaign with Kellogg <st1:country-region w:st=3D"on"><st1:place w:st=3D"on=
">Canada</st1:place></st1:country-region></span></font><font
color=3Dblack><span style=3D'color:windowtext'><o:p></o:p></span></font></p=
>

</div>

<p class=3DMsoNormal><font size=3D3 color=3Dblack face=3D"Times New Roman">=
<span
style=3D'font-size:12.0pt'><o:p>&nbsp;</o:p></span></font></p>

<p class=3DMsoNormal><font size=3D3 color=3Dblack face=3D"Times New Roman">=
<span
style=3D'font-size:12.0pt'>-------- Original Message -------- <o:p></o:p></=
span></font></p>

<table class=3DMsoNormalTable border=3D0 cellspacing=3D0 cellpadding=3D0>
 <tr>
  <td nowrap valign=3Dtop style=3D'padding:0in 0in 0in 0in'>
  <p class=3DMsoNormal align=3Dright style=3D'text-align:right'><b><font si=
ze=3D3
  color=3Dblack face=3D"Times New Roman"><span style=3D'font-size:12.0pt;fo=
nt-weight:
  bold'>Subject: <o:p></o:p></span></font></b></p>
  </td>
  <td style=3D'padding:0in 0in 0in 0in'>
  <p class=3DMsoNormal><font size=3D3 color=3Dblack face=3D"Times New Roman=
"><span
  style=3D'font-size:12.0pt'>CMA, Communiqu=E9: <st1:PlaceName w:st=3D"on">=
National</st1:PlaceName>
  <st1:PlaceType w:st=3D"on">Museum</st1:PlaceType> Campaign with Kellogg <=
st1:country-region
  w:st=3D"on"><st1:place w:st=3D"on">Canada</st1:place></st1:country-region=
>
  [REF5360000773000007583]<o:p></o:p></span></font></p>
  </td>
 </tr>
 <tr>
  <td nowrap valign=3Dtop style=3D'padding:0in 0in 0in 0in'>
  <p class=3DMsoNormal align=3Dright style=3D'text-align:right'><b><font si=
ze=3D3
  color=3Dblack face=3D"Times New Roman"><span style=3D'font-size:12.0pt;fo=
nt-weight:
  bold'>Date: <o:p></o:p></span></font></b></p>
  </td>
  <td style=3D'padding:0in 0in 0in 0in'>
  <p class=3DMsoNormal><font size=3D3 color=3Dblack face=3D"Times New Roman=
"><span
  style=3D'font-size:12.0pt'>Wed, 07 May 2008 14:46:00 -0400<o:p></o:p></sp=
an></font></p>
  </td>
 </tr>
 <tr>
  <td nowrap valign=3Dtop style=3D'padding:0in 0in 0in 0in'>
  <p class=3DMsoNormal align=3Dright style=3D'text-align:right'><b><font si=
ze=3D3
  color=3Dblack face=3D"Times New Roman"><span style=3D'font-size:12.0pt;fo=
nt-weight:
  bold'>From: <o:p></o:p></span></font></b></p>
  </td>
  <td style=3D'padding:0in 0in 0in 0in'>
  <p class=3DMsoNormal><font size=3D3 color=3Dblack face=3D"Times New Roman=
"><span
  style=3D'font-size:12.0pt'>Canadian Museums Association des mus=E9es cana=
diens <a
  href=3D"mailto:lmcconnell@museums.ca">&lt;lmcconnell@museums.ca&gt;</a><o=
:p></o:p></span></font></p>
  </td>
 </tr>
</table>

<p class=3DMsoNormal style=3D'margin-bottom:12.0pt'><font size=3D3 color=3D=
black
face=3D"Times New Roman"><span style=3D'font-size:12.0pt'><o:p>&nbsp;</o:p>=
</span></font></p>

<p><font size=3D3 color=3Dblack face=3D"Times New Roman"><span style=3D'fon=
t-size:12.0pt'><o:p>&nbsp;</o:p></span></font></p>

<p class=3DMsoNormal style=3D'margin-bottom:12.0pt'><font size=3D3 color=3D=
black
face=3DArial><span style=3D'font-size:12.0pt;font-family:Arial'>May 7, 2008=
 <br>
<br>
<o:p></o:p></span></font></p>

<h2><st1:PlaceName w:st=3D"on"><b><font size=3D5 color=3D"#cb2128" face=3DA=
rial><span
 style=3D'font-size:18.0pt;font-family:Arial;color:#CB2128'>National</span>=
</font></b></st1:PlaceName><font
color=3D"#cb2128" face=3DArial><span style=3D'font-family:Arial;color:#CB21=
28'> <st1:PlaceType
w:st=3D"on">Museum</st1:PlaceType> Campaign with Kellogg <st1:country-regio=
n
w:st=3D"on"><st1:place w:st=3D"on">Canada</st1:place></st1:country-region>:=
 <br>
Sign up today!</span></font><font face=3DArial><span style=3D'font-family:A=
rial'> <o:p></o:p></span></font></h2>

To all members; 
 
PLEASE forw=
ard to
your marketing and communications staff. 
 
The CMA is pleased to announce an opportunity for all museums, galleries, z=
oos,
heritage sites and related institutions across <st1:country-region w:st=3D"=
on">Canada</st1:country-region>
to participate in a national marketing campaign with Kellogg <st1:country-r=
egion
w:st=3D"on"><st1:place w:st=3D"on">Canada</st1:place></st1:country-region>,=
 planned
for 2009. 
 
The goal for Kellogg's is to align their family of cereals with the social
value of museums, and the family experience of shared time together &#8211;=
 whether
at the breakfast table, or walking through one of <st1:country-region w:st=
=3D"on"><st1:place
 w:st=3D"on">Canada</st1:place></st1:country-region>'s 2,500 museums, galle=
ries,
zoos, heritage sites, sport halls of fame, and more. 
 
This is a tremendous opportunity for a national public awareness campaign f=
or
museums, which we have never done as a sector before. It requires NO CASH
commitment from you, and we are working hard to keep it as simple as possib=
le. 
 
What is the promotion?</fo=
nt> 
&gt;From April 1 to July 1 2009, Kellogg <st1:country-region w:st=3D"on"><s=
t1:place
 w:st=3D"on">Canada</st1:place></st1:country-region> will put a promotional
coupon on 3=
 million
cereal boxes (both adult&#8217;s and children&#8=
217;s) across
the country. 
 
The coupon will entitle the bearer to one free entry to a museum (to a maxi=
mum
value of $10, one per family) when the bearer is accompanied by a full-fare
paying adult. 
 
Kellogg <st1:country-region w:st=3D"on"><st1:place w:st=3D"on">Canada</st1:=
place></st1:country-region>
will launch a national media campaign highlighting museums as family
destinations that will include: <o:p></o:p>

<ul type=3Ddisc>
 <li class=3DMsoNormal style=3D'mso-margin-top-alt:auto;mso-margin-bottom-a=
lt:auto;
     mso-list:l0 level1 lfo1'><strong><b><font size=3D3 color=3Dblack face=
=3DArial><span
     style=3D'font-size:12.0pt;font-family:Arial'>National TV advertising f=
or
     four weeks</span></font></b></strong><font face=3DArial><span
     style=3D'font-family:Arial'> <o:p></o:p></span></font></li>
 <li class=3DMsoNormal style=3D'mso-margin-top-alt:auto;mso-margin-bottom-a=
lt:auto;
     mso-list:l0 level1 lfo1'><font size=3D3 color=3Dblack face=3DArial><sp=
an
     style=3D'font-size:12.0pt;font-family:Arial'>National promotions in gr=
ocery
     stores &#8211; reaching over 8 million adults <o:p></o:p></span></font=
></li>
 <li class=3DMsoNormal style=3D'mso-margin-top-alt:auto;mso-margin-bottom-a=
lt:auto;
     mso-list:l0 level1 lfo1'><font size=3D3 color=3Dblack face=3DArial><sp=
an
     style=3D'font-size:12.0pt;font-family:Arial'>On-pack branding (front a=
nd
     back) of 3 million cereal boxes <o:p></o:p></span></font></li>
 <li class=3DMsoNormal style=3D'mso-margin-top-alt:auto;mso-margin-bottom-a=
lt:auto;
     mso-list:l0 level1 lfo1'><font size=3D3 color=3Dblack face=3DArial><sp=
an
     style=3D'font-size:12.0pt;font-family:Arial'>Regionally targeted print
     advertising in grocery flyers <o:p></o:p></span></font></li>
 <li class=3DMsoNormal style=3D'mso-margin-top-alt:auto;mso-margin-bottom-a=
lt:auto;
     mso-list:l0 level1 lfo1'><font size=3D3 color=3Dblack face=3DArial><sp=
an
     style=3D'font-size:12.0pt;font-family:Arial'>Promotional materials for=
 use
     at participating sites <o:p></o:p></span></font></li>
 <li class=3DMsoNormal style=3D'mso-margin-top-alt:auto;mso-margin-bottom-a=
lt:auto;
     mso-list:l0 level1 lfo1'><font size=3D3 color=3Dblack face=3DArial><sp=
an
     style=3D'font-size:12.0pt;font-family:Arial'>Dedicated website promoti=
ng all
     participating museums with direct links to your websites <o:p></o:p></=
span></font></li>
</ul>

What if you don't charge admission?=
 
You can still participate and benefit from new exposure! Consider offering
everyone who brings in a coupon another promotion in exchange (for example:
half-price off an event ticket, discount in the gift shop, reduced membersh=
ip
fees, etc.). 
 
You can also consider getting regional promotion for your site by offering =
a
prize. 
 
What if you&#8217;re not a CMA me=
mber? 
This opportunity is open to all museums and related institutions across <st=
1:country-region
w:st=3D"on"><st1:place w:st=3D"on">Canada</st1:place></st1:country-region>,=
 whether
they are CMA members or not. 
 
Sign up today!<=
/strong> 
At this time, we need your commitment. This is what you need to do:<o:p></o=
:p>

<ul type=3Ddisc>
 <li class=3DMsoNormal style=3D'mso-margin-top-alt:auto;mso-margin-bottom-a=
lt:auto;
     mso-list:l1 level1 lfo2'><font size=3D3 color=3Dblack face=3DArial><sp=
an
     style=3D'font-size:12.0pt;font-family:Arial'>Reply to this email, stat=
ing
     your interest in participating. <o:p></o:p></span></font></li>
 <li class=3DMsoNormal style=3D'mso-margin-top-alt:auto;mso-margin-bottom-a=
lt:auto;
     mso-list:l1 level1 lfo2'><font size=3D3 color=3Dblack face=3DArial><sp=
an
     style=3D'font-size:12.0pt;font-family:Arial'>CMA will send you the com=
plete
     details and the <strong><b><font face=3DArial><span style=3D'font-fami=
ly:Arial'>Letter
     of Intent to Participate</span></font></b></strong>. <o:p></o:p></span=
></font></li>
 <li class=3DMsoNormal style=3D'mso-margin-top-alt:auto;mso-margin-bottom-a=
lt:auto;
     mso-list:l1 level1 lfo2'><font size=3D3 color=3Dblack face=3DArial><sp=
an
     style=3D'font-size:12.0pt;font-family:Arial'>You will need to complete=
 the
     Letter and return it to the CMA by <strong><b><font face=3DArial><span
     style=3D'font-family:Arial'>June 27, 2008</span></font></b></strong>. =
<o:p></o:p></span></font></li>
</ul>

Don't
miss this opportunity to reach out to Canadians across the country &#8211; =
even our
Prime Minister eats breakfast! <o:p></o:p>

<h4><b><font size=3D3 color=3Dblack face=3DArial><span style=3D'font-size:1=
2.0pt;
font-family:Arial'><br>
</span></font></b><font color=3D"#cb2128" face=3DArial><span style=3D'font-=
family:
Arial;color:#CB2128'>Questions?</span></font><font face=3DArial><span
style=3D'font-family:Arial'> <o:p></o:p></span></font></h4>

<p><strong><b><font size=3D3 color=3Dblack face=3DArial><span style=3D'font=
-size:12.0pt;
font-family:Arial'>Naomi Grattan</span></font></b></strong><font face=3DAri=
al><span
style=3D'font-family:Arial'> <br>
Director of Communications <br>
Canadian Museums Association <br>
613-567-0099 x223 <br>
<a href=3D"mailto:ngrattan@museums.ca" moz-do-not-send=3Dtrue>ngrattan@muse=
ums.ca</a><br>
<a href=3D"http://www.museums.ca" moz-do-not-send=3Dtrue>www.museums.ca</a>=
<o:p></o:p></span></font></p>

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