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MARKETING | IDEAS| Clever use of Dirt & Grime!

Domino’s logos have been "cleaned" into dirty sidewalks in Los Angeles, Philadelphia and New York as part of a campaign to promote the chain's American Legends pizza.

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GreenGraffiti, a business dedicated to clean outdoor advertising, used a high-pressure water hose to spray the eco-friendly images into the grime on the street. The green ads were created early on Thursday, while there was a lull in foot traffic.

“This is the first time we’ve done something like this,” said Jenny Fouracre, manager of public relations for Domino’s. “It’s never been done by an American company in the U.S. before.”

GreenGraffiti is created by laying a stencil down on the street and using a power washer to clean away filth in a design. More than 200 of these clean Domino’s ads were left on the ground.

“We liked it because our franchisees can do local things with it,” Fouracre said. “It’s a tool that can be used nationally or locally.”

The first 250 people to hunt down the sidewalk ads and e-mail pictures of themselves with the GreenGraffiti to Domino's receive a $15 gift card. Winners will also have their pictures posted on Flickr.

source| adweek.com










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KNOW| Industry Associations| HEDNA

HEDNA is an international association focused on identifying distribution opportunities and providing solutions for the lodging industry and its distribution community.



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HEDNA is able to meet its objectives through:

* Optimizing the use of current and emerging technologies

* Influencing development of current and emerging electronic distribution channels

* Providing an opportunity for an open exchange of information among members

* Educating industry members










Background

HEDNA is a not-for-profi t trade association whose worldwide membership includes executives and managers from the most influential companies in the hotel distribution industry. Founded in 1991, all of HEDNA´s activities are intended to stimulate the booking of hotel rooms through the use of Global Distribution Systems (GDSs), the Internet and other electronic means. HEDNA brings all segments of the hotel industry together to evolve systems and services into electronic distribution that is easy and efficient.

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