DIARY: Revolutionary PR heralds new site

Is there any better way of generating attention than dressing up in colonial garb and screaming ’Hear Ye! Hear Ye!’ at the top of your lungs?

Is there any better way of generating attention than dressing up in colonial garb and screaming ’Hear Ye! Hear Ye!’ at the top of your lungs?

Is there any better way of generating attention than dressing up in

colonial garb and screaming ’Hear Ye! Hear Ye!’ at the top of your

lungs?



Beyond.com - no strangers to violent and oddly endearing PR stunts -

used this subtle tactic to announce a new government-oriented site (the

’US Department of Software’) in Washington, DC, on September 22. The

event, planned and implemented by the E. James White Company, targeted

federal workers with budget money to throw around before the September

30 end of their fiscal year.



In addition to trumpeters and a town crier, Beyond.com representatives

passed out small rolled scrolls with the new site address and the

schedule information federal workers need in order to spend, spend,

spend. ’It shows what a little entertainment can do,’ said EJW’s Rhonda

Bergeron.



’People were almost fighting for the scrolls.’



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