Document aY7xwNOM3bm5njDNZ40XmJYY

Laid Industries Association, inc. / Zinc institute. Inc. October 13, 1969 To All Members ZI me " Directors LIA IDC Directors Subject: Zn 75 Publicity and Showings through October 8 Gentlemen: The promotional program (publicity and shovings) on behalf of ILZRO's Zn 75 is perhaps the largest-single item-venture undertaken to date by ZI ($80,000) and LIA ($4,000). These expenditures authorized betveen August 5, 1969 and mid-May 1970. I trust you will be interested in the following outline of results to date. 1) General - Mailing List ZI's Detroit office - during late spring and early sunnier - arranged with the 4 automotive companies to receive lists of those who should be invited to private showings of Zd 75* A CONFIDENTIAL list of nearly 1,500 names has been created (stylists, designers, materials engineers, production men, management executives covering all companies (perhaps as much as 60$ of these names are new) which will be invaluable in the future. 2) Press Party August 5 (Statler, Detroit) The car was introduced at a luncheon attended by 30 editors, T.V. and radio men with Messrs. Bnglehom (as President of Zl),Strauss (an President of LIA) and Smart (as President of ILZRO) present. Radtke and Kimberley presented prepared statements and answered questions. Zinc, lead and ILZRO industry reaction was mixed. Press Reaction has been as indicated in the following sections of this report. 292 Madison Avenue, New York, N. Y. 10017 U6 3) Private Showings About fifteen hundred formal invitations had been sent to those on the nev mailing list prior to August 1. Over 6C# replied, and of those 90^ indicated their intention to attend. 9 private showings were held in late afternoon and early evening at the Engineering Society of Detroit's Rackham Building. The format of these sessions was - cocktails, buffet meal, "Prepared" discussion of the car by an attractive and well coached young woman, questions by those attending and answers by the ZI's Detroit office staff. While attendance at these private showings was less than indi cated likely by invitation acceptances, they must be considered successful for as a result, the further display of the car at central points in each of the Big 3 automotive companies was promptly requested by them and arranged. Hie Private Showing Attendances Were Attendance at Rackham Bldg. August 6 GM Styling (all divs.) ft 7 Ford " ft 12 Chrysler " ft 13 Ford Engineering ft Ik Chrysler " ft 18 AMC Stying & Engineering n 19 Chevrolet Engineering rt 20 Fisher Body (Temstedt) Engnrg ?! 21 Pontiac (4) Cadillac (22) " 13 men 30 - 35 men 45 - 50 ft 50 - 55 )f 68 If 33 - 3^ 33 27 - 28 ft ft If 26 August 25 Olds Engineering Attendance at Lansing 50 men Attendance at Flint Sept. 3 Buick " 36 men Also - as requested by the auto companies Sept. 4-5 Executive Garage GM Tech Center estimated 1,000 saw car, including Mr. Ed Cole, President of GM said to have made "copious notes". Sept. 9 " 10 Ford Design Center Sept. 11 Chrysler's Styling Studio Note: At the Rackham Bldg, at Lansing, and Flint the exhibit showcases were part of the display. Show cases contained zinc and/or lead components. L IA0 17F ? -2- 4) American Society of Body Engineers Cobo Hall Detroit October 1, 2 and 3- Attendance at this specialized show was 1600. The 7J. bad contracted for 600 sq. ft. of modestly located space (the best available at contract signing) but a last minute concellation of ' a double sized space "at the show entrance" resulted in an invitation to move Zn 75 into this ideal area at no extra cost. This was done and all 1600 attendees saw the car. The Zn 75 display was locally televised during this period. 5) Detroit Chapter, Society Die Cast Engineers Oct. 7 With the car available and at very modest unbudgeted cost Zn75 was displayed at this technical meeting. Attendance at 120 was the largest in recent years. 6) Further Planned Showings a) As previously reported Nov. 18 - 20 Western Design Show, Anaheim, California Jan. 12 - 17 Society Automotive Engineers, Detroit May 11 - l1* Design Engineers, Chicago b) Planned since Pettigrew report of June 27 Canadian International Automobile Show January 18 - 25, 1970, Montreal Note: To be shown at their request, with $1,000 allowed us for transport, free space. Zl/LIA Annual Meetings April 8 - 10, St. Louis c) Under Consideration At Toronto en route from Montreal to Detroit T) Media Reception to date and as specifically planned Aug. 5 DETROIT TV Channel 50, TV Newscast, 3 minutes black & white 6:00 PM 10:00 PM Channel 2, TV Newscast, 5 minutes color 6:00 PM 11:00 PM Aug. 6 AMERICAN METAL MARKET l/2-page feature DETROIT FREE PRESS lA-page with large photo L IA01yp6 -3- Aug. 6 (cont'd) DETROIT NEWS AP WIREPHOTO Aug. T AP WIRE SERVICE AMERICAN METAL MARKET Aug. 11 AUTOMOTIVE NEWS METALWORKING NEWS THE NORTHERN MINER Aug. Ik THE IRON AGE Aug. 18 STEEL METALS WEEK Aug. 25 AMERICAN MACHINIST Aug. 27 METALWORKING PRODUCTION (McGrav Hill/England) Aug. 30 COMPETITION PRESS & AUTOMOBILE Aug. CASTING ENGINEERING Sept. 1 C&E NEWS Sept, k MACHINE DESIGN PRODUCT ENGINEERING bylined column--"The Auto Industry", by Bob Irvin; top position vith photo. National and international distribution of large photo-caption. U.S. distrib ution--700 dailies; foreign untabulated. Appearances in hand Aug. 6 thru 18. 19 clips in hand. national and international distri bution. U.S. -- 2500 dailies; foreign untabulated. Two clips in hand. --page feature with large photo Editor's Forum column devoted entirely to Zn 75 story. Over J-page. front page featured story. Mammoth photo plus approx. 3A page. front page featured story; full page with large photo full page featured bylined automotive editor's page. two-page feature with two photos two-page cover story with 3 photos and parts breakdown. approx, -j--page in two editorial positions k-page feature article with 8 photos of car and components full page feature wA photo6 2/3 page feature with two photos photo caption in featured position of news section. l/3 Page, two photos in special "Picture Reports" section. 2^-page feature v/j photos L I A 017 P 7 -h- Sept. 15 DESIGN NEWS centerfold tvo-page feature v/5 photos Sept. PRODUCTS FINISHING 3-page feature v/2 4-color photos PRECISION METAL 2-page feature v/color MATERIALS ENGINEERING 2-page feature v/4 photos FOUNDRY 1-page feature v/3 photos Oct. MDDERN CASTINGS 4 color cover plus one page v/3 photos The folloving items have been reported to us by editors as firmly on the agenda for future publication: AUTOPRDDUCTS - feature AUTOMOTIVE INDUSTRIES DIE CASTING ENGINEER - feature .^ DESIGN ENGINEERING (Canada) - feature Comment: By-and-large the press treatment has been excellent.' Press kit materials have been used in a large variety of vays at editors' discretion. Appearances are expected to continue for a long time. 8) Basic Theme of ZI's presentation of Zn 75 is that the car is a design laboratory to demonstrate zinc's modernity and versatility vith quality, durability and economy. This concept has been broadly but not universally understood. Some fev have seen Zn 75 as an attempt to sell $20,000 cars. 9) Literature (copies enclosed) a) ILZRO's "Zn 75 - The Nev Look of Zinc and Lead". This is a veil done reviev of uses for zinc and lead, including much of the metals as on Zn 75* It is and vill continue useful as a promotional tool. b) The ZI's "Zn 75" - this restricts itself to an appeal to the stylist, the designer and their imaginations. c) To date ZI has used a greatly simplified version of the press kit as handout. Both nev pieces became available before the Body Engineers Shov. Both vill be mailed to those on the invitation list for private shovings as veil as to attendees as a "Second Contact Follov Up". Neither is an inexpensive booklet. They vill be handed to those appropriately interested at subsequent shovs. L I0] 7P e -5- .V 10) Ad - 1 page, ^ color (copy attached) to appear starting mid October 2 times in Automotive News 3" " " Industries 1 time in Detroit editon of Time 2 times in Industrial Design 11) Budget Performance - ve may be a bit over the budget, the unexpected did occur on occasion. 12) A mid-November issue of the Spotlight will be elevated to Zn 75. 13) General observation on campaign to date. Zn 75 i8, in this reporter's mind, the finest looking of all those "Materials Cars" which have appeared to date. No one has debated this opinion. At the 1969 budget meetings of ZI and LIA it was decided that showings should be limited to the "Styling,Designing and Specifying Influence"; to include the public would have required more money than the industries cared to appropriate at 1969 "budget time. The car has been or will have been seen by the majority of those intended to see it, when the present plans are concluded, in mid-May i960. The universally emotional appeal of this laboratory on wheels suggests, that if the car does not go abroad after mid-May, consideration be given to broad public showings. It should not be too difficult to devise a display emphasizing how relatively drab the car would be without its lovely zinc decor. A touched up and blown up shot might suffice. This possibility will be broached at budget meeting November 12. JLK/gt Bncls. J.L. Kimberley -6-