Marketplace: GE's New 'Sweepstakes' Campaign Generates Leads

• Ronald J Panko
• January 2003
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Richmond, Va.-based GE Financial has identified 12,333 people who want to be contacted by a licensed financial professional or receive financial information as a result of a 10-week "Retirement Sweepstakes" media campaign.

More than 450,000 people entered the sweepstakes, the grand-prize winner of which collected $250,000. The promotion ran from Aug. 12 through Oct. 17.

GE Financial said it would parcel out the leads to its key distribution partners to help energize annuity sales nationwide. Partner firms involved in the promotion included First Tennessee Bank, H&R Block Financial Advisors, SunTrust Bank, and LaSalle Financial Services and Standard Financial Services, divisions of ABN AMRO Financial Services Inc.

Company officials said the media plan was conceived to help promote the GE Financial brand name and retirement products.

(Life/Health Marketplace is compiled by Senior Associate Editor Ron Panko.)