Kickoff - Promotion ideas

Spy Story How do you hold the attention of agents over an 18-month qualifying period? How about two kickoffs? In essence, that's what London Pacific Life & Annuity did with its promotion of the company's 1999 Convention in Cannes and Monte Carlo. Initially, the convention promotion focused on the sophistication and tradition of the settings, says Charlotte Stott, senior vice president of marketing. An elegant black-and-white announcement brochure (fig. 1) evoked the mystique of the south

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