FREE AIR FARE TO ANYWHERE IS HAPPY ENDING TO FLASHLIGHT TALE

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Marketer: Lumatec Industries, Austin, Texas.

Effort "How Far Can You Take It" promotion.

Agency: in-house.

Twist: Giving its FlashCard flashlight a boost, Lumatec recently launched a contest inviting consumers to send in photos of the most creative examples of how the disposable, credit-card-size light came in handy during an exotic trip or adventure. One grand prize winner will receive free round-trip air fare anywhere in the world. Additional merchandise and apparel prizes will be awarded to 325 other entrants.

Vital statistics: The promotion is backed by heavy point-of-purchase support and a roving "FlashCard Hum-Vee" vehicle visiting key retailers and night life locations. Included (in the POP promotion) is a mail-in offer for a free Lumatec T-shirt with the purchase of three or more FlashCards; a special edition T-shirt featuring the retailer also is available (program varies with each retailer). For contest information, call (800) 776-7945.

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