Promotions important

Press, 4 June 1984, Page 30

Promotions important

Kermit, Miss Piggy and Fozzie Bear are the latest celebrities to be promoted by the Farmers’ Trading Company. “The Great Muppet Exhibition,” after opening at the Hobson Street store in Auckland in May, will visit FTC stores in Christchurch (August-September) and Wellington (December-Janu-ary). A tableau of animation, sound and lighting effects, the display covers 370 sq m. All the favourite Jim Henson creations will be there, including Doctor Teeth and the Electric Mayhem, Animal, Gonzo, Statler and Waldorf, the Swedish Chef and Sam the Eagle. The FTC has become well-known for sponsoring dozens of major promotions, ranging from Royal Family milestones to Mickey Mouse. The crown jewel replica exhibition was first held in 1936 and has been shown twice since. More than 100,000 people saw the Silver Jubilee exhibition of souvenirs and memorabilia, and special displays have also been mounted to mark New Zealand visits by Royal Family members. One of the most popular displays marked the Queen Mother’s 80th birthday. When Prince Charles married Lady Diana Spencer in July 1981 a team of designers and florists in the Auckland headquarters wafphed the telecast from and then worked

through the night to duplicate the wedding dress and a bouquet. Both were on display when the store opened next morning. “It was a tremendous effort,” says Mr Lynton, who thought of the idea. “But it was worth it. When we brought the dress out next morning people stood around clapping. “You don’t expect that to happen in a department store.” One of the company’s most famous and best-loved promotional characters was Hector, the cockatoo. When he died he was mounted in his cage and is still on display in the Auckland store. Mickey Mouse and his Walt Disney friends Minnie and Pluto were than adopted for a time in his place. “It is a conscious decision to have something that the children can identify with," Mr Lynton says. As well as attracting parents into the stores with their children, Mr Lynton says the main reason is to build a long-term relationship with the youngsters, who will be the next generation of shoppers. Big central city stores, says Mr Lynton, both overseas and in other parts of New Zealand, are facing challenging times. “The main reason we are still succeeding is, I believe, that we are prepared to try harder and do more." ’’