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| CLIENT: |
National City Bank / KIHT (KHITS 96) |
CHALLENGE:
National City and Emmis Community Outreach partnered to help raise funds and awareness for St. Louis
area nonprofits through a holiday shopping themed gift card program. National City was looking to increase
sales of their holiday VISA gift cards, but also wanted to help local nonprofits.
 SOLUTION:
Emmis Community Outreach created an on-air, online and on-site campaign driving listeners to area
National City bank locations to purchase special holiday themed VISA gift cards. Anyone who purchased
a $50 or higher valued gift card was able to choose from three nonprofits for which National City
would make a $10 donation. The three nonprofits (Make-A-Wish Foundation, Wyman Center, Scott Air Force
Base Services Squadron) also helped to promote the campaign through special mailings to their own donors.
KHITS 96 also broadcasted live from several National City Bank locations the day after Thanksgiving
to kick off the holiday shopping season.
The campaign involved a series of live broadcasts at public forums, video on demand
playback of public debates on WIBC.com, and testimonials radio messages reminding listeners
of the health hazards of working in second-hand smoke environments.
RESULT:
On-air messages on KHITS 96 helped raise awareness for each of the three nonprofits profiled. Additionally,
approximately $15,000 was donated through the gift card sales to the groups. The campaign showcased National
City Bank as an outstanding community partner while increasing sales of their holiday gift cards.
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