Generate excitement and ensure a large turnout for an EVP's road show to Discover Card sales reps.
Since the reps skewed young and the theme of the road show was "It's YOU behind the Card," we named the road show the "YOU Tour" (like a rock concert) and researched big concerts of the past at each road show stop. Postcards to each location announced the YOU Tour as, for example, "the biggest thing to hit Phoenix since the Stones in '65." The flip side told the reps where to go to catch the show.
Attendance at each session was standing room only.