WEMBLEY ADVERTISED.

Hawera Star, Volume XLVIII, 27 December 1924, Page 3

WEMBLEY ADVERTISED.

WORK OF THE PUBLICITY DEPARTMENT. Among the wonders of Wembley may be included its efforts in advertising itself. Probably never before has any undertaking been made known to the world on such a colossal scale. The symbol of the lion is known throughout the Empire, and few towns of any size outside the Empire have not heard of Wembley. It is fitting, therefore,, that during the last week of the British Empire Exhibition an opportunity should have been given to visitors to obtain some idea of the methods adopted; by the Publicity Department. With this object a Publicity and Advertising Exhibition was held in the Civic Hall.

The work of the Publicity Department consisted of the preparation and issue of pamphlets, leaflets, and posters ; the supply of information to the press, to associations, and'to individuals who sought it; and the insertion of advertisements in newspapers and periodicals. The first step taken by the Department was the preparation of a general information pamphlet. ’ The Kennedy North folder was issued,, and became so popular that altogether five and a half million copies were circulated, while in addition the letterpress was translated into French, Italian, Dutch, and Spanish for circulation on the Continent. A handbook of general information, of which two editions of 100,000 each were issued, was the next venture, and then came a four-page leaflet. “Ron Ad the World for Eighteenpence,” which was broadcast to the extent of 100,000 copies.. Other pamphlets were issued, and all these various publications kept interest in the Exhibition alive until the opening date, vyben they were superseded by the- official guide, official catalogues, daily programmes,/ and- souvenirs. The interest of schools demanded attention, and a special series of lessons on Empire education resulted from the publication of the Bulletin of Eippiro Study. At over 2000 lectures in various parts of the country lantern slides depicting the Empire and the Exhibition were shown. • -

In conjunction with the Department of Overseas Trade, a scheme which had excellent results brought 60,000 important buyers in every part of the world into touch with the Exhibition- Letters printed in nine different languages were sent out and so timed as to delivered at the moment when they would be of greatest value in the particular country to which they were addressed. The first poster issued bore an heraldic border incorporating all the flags of the Dominions and the Colonies, and became so popular that tbg first issue of 40,000 had to be increased to 450,000. One shipping company alone ordered 40,000 copies for display in Jforth and South America. The extent of the poster publicity which heralded the opening of the Exhibition will be gathered from the following figures - 32-sheet posters, 15,000; 16-sheet posters, 11,000; quad royal posters, 50,000: double royal posters, 450,000; and double crown posters, 100,000.

• The press of the Empire and of foreign countries did incalculable service in making Wembley known. Special correspondents described the Exhibition, while photographers enabled the whole world to appreciate its attractions. As a" result enormous masses of newspaper cuttings accumulated at the Exhibition offices. Over 130,000 were sent in by newspaper cutting agencies. In addition to Home and Dominion press advertising, a special campaign was tconducted in South America, where half-oage advertisements appeared in the leading daily newspapers of Brazil and the Argentine. Every endeavour was made to co-oper-ate with exhibitors in advertising schemes, and folders, posters, showcards, etc., were issued in such forms as were adaptable to the advertisement of individual firms and trade associations. In this way there were used by exhibitors 3,000;000 folders, 150,000 posters, 5,000.000 poster stamps, and 8000 lion symbol blocks. In addition, the Post Office cancelling stamp advertising the Exhibition appeai'ed on no fewer than 741,000,000 letters dxiring the period October, 1922, to June, 1924 j and it is estimated that at’ least 14.000,000 of the special commemorative stamps issued at the Exhibition would have been sold before the closing date.—London Times.