Strategy: Since the advertiser's research revealed 95 percent of all business bookings were made by secretaries, 250 administrative assistants and secretaries of local area firms known to use local hotel space regularly were targeted. When "Corporate Appreciation Program" representatives visited them to explain the facilities and rates, they left as a reminder a coffee mug imprinted with a hotline number to call for reservations and the colorful logo of "Fannies Restaurant," one of the hotels most visible assets. A ballpoint pen imprinted with the hotline number was mailed to each secretary's office. A buffet was given at the hotel so the secretaries could see the facility first hand. There they received another pen to keep at home. A key chain tab carrying the "Fanny's" logo was the final mailing, sent to thank the hotel's "keys to success" for business received thus far. Brochures were included with all gifts.