By EW Staff
June 11, 1993 at 04:00 AM EDT

In a tailor-made promotion, Tweeds, a mail-order firm that specializes in wispy, romantic clothes, is enclosing a sampler cassette of wispy, romantic music by 25-year-old British singer-songwriter Lauren Christy in 10,000 outgoing orders. ”We’ve been trying to figure out a way to expose her because traditional radio wasn’t working,” says Mercury Records general manager Larry Stessel. The label hopes Tweeds customers will like Christy-a cross between Kate Bush and Carly Simon-enough to order the album from Tower Records, whose toll-free number is listed on the back of the package. For Edgewater, N.J.-based Tweeds, which charged Mercury just $600 for its services, the promotion is still in need of alterations-the tape was sent to customers without much explanation. Says one exasperated Tweeds employee, ”One woman called because she thought that the cassette had accidently fallen into her box.”

Advertisement

Comments



EDIT POST