Strategy: The promotion was designed to stimulate participation of 400,000 league bowlers and employees of the advertiser's bowling centers. Various recognition levels were established, with the grand prizes being a trip to Europe and to Bermuda. Monthly winners in the men's and women's leagues received a diestruck key ring and monthly winners in the employees tournament were presented with lucite awards. as the bowlers progressed up the tournament ladder, they were given brass medallions and desk pen sets. The brass lucite articles were imprinted with the tournament's "Bowl your way to Europe" (and Bermuda) logos.