That's exactly what American Standard did with its "Stars and Stripes Sales Incentive Program" ad, featured on page 16 of the June 20 issue.
One consultant commented that the ad's appeal to the vacationer in all of us certainly catches one's attention. This ad likely intended for the contractor to read through all of the text in order to get the message, and evidently it worked.
The ad reads, "Now is the right time to be an American Standard dealer. Every qualifying unit you sell between March 1 and August 31, 2005 earns you cash - plus a chance to win great prizes, like a week in paradise every year for the rest of your life, or a complete custom-designed waterscape in your very own back yard!"
For more information, visit www.americanstandard.com.
Publication date: 12/12/2005