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Waldman House's PEEF Gets High Profile Holiday Coverage
Prominently Featured in Minneapolis Holidazzle Parade, Print and TV
Waldman House Press continues to find ways to get their kid's book character, PEEF the Christmas Bear, lots of media coverage. They've run billboard campaigns with giant images of PEEF, and he recently found his way into Entertainment Weekly, in an article about the stage set of Everybody Love Raymond, where PEEF is a "regular."In their home city of Minneapolis, in an effort to draw shoppers downtown, the city's Holidazzle celebration runs November 23rd - December 26th, with parades on Wednesdays through Sundays featuring floats, storybook characters, bands, dancers, and a celebrity Grand Marshall. This year PEEF (with publisher Ned Waldman inside the costume) will be one of the parade's Grand Marshals, with author Tom Hegg and illustrator Warren Hanson riding along in the lead float. They've also built a PEEF float (see photo), which will join the parade every night.
"On the first parade night, the day after Thanksgiving, Ned and I gave out 100 14" bears to people in the reserved seating area," said Waldman House marketing director Dorothy Molstad. "That was the night the parade was covered live on TV, and they got lots of shots of kids with bears, the TV anchors with bears, etc." Attendance at the parades will run 800,000-1,000,000, depending on weather, and Waldman House will repeat the giveaways including 2,000 PEEF key chains. It all adds up to an ESPN network broadcast, good local TV and print coverage, and more recognition for the distinctive multi-colored bear.