Phoenix Angels Earn "Halos" For Successful ood Promotion

D HOENIX, Az., with its sun and I warm cllmate, may seem a rather unusual place in which to earn a halo for a successful effort, but there's one set of Angels in the area who are wearing theirs proudly these days.

Angels, which has seven do-ityourself centers in the Phoenix area, through its distributor, Cap- ital Lumber Co., imaginatively added an extra traffic building dimension to Simpson Timber's Redwood Co-Opportunities program to score a solid promotion success. The promotion strategy focused around the Fifth Annual Home Improvement Show and Energy Expo'79, May 3-6.

Staged at the Phoenix Civic Plaza. the show combined three crowd-pleasing attractions into one event with a Do-It-Yourself world section, an Energy Expo, and a Mobile Home Festival. During its four-day run, the three-ring attraction was viewed by an audience numbering in excess of 60,000.

Angels was responsible for the Do-It-Yourself World section of the show embracing 60,000 sq. ft. of floor space and I l5 booths where manufacturers and suppliers displayed and demonstrated a host of home improvement and yard and garden products and services.

The Do-lt-Yourself World also included a Kiddie Glue-It Corral and a "How To" theatre featuring regularly scheduled presentations and demonstrations on newsworthy do-it-yourself products and projects.

As a dramatic redwood focal point of the show, Angels built authentic replicas of the deck, gazebo, fence and railing units from Simpson's Redwood Book oi Wood/Book of Could. The deck and gazebo, constructed of garden grade redwood, were attractively surrounded by a landscaped setting of bark chips, shrubs and flowers. Samples of Simpson's unique new two-books-in-one, the Redwood Book of Wood/Book of Could, combining 23 original d-i-y projects in redwood with the indepth story ofredwood as a species, were displayed in the gazebo area along with four color posters announcing the book. Show visitors expressing an interest in decks, gazebos and other redwood projects were given special coupons redeemable for a free copy of the

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Story at a Glance

Manufacturer, wholesaler and dealer team up in redwood promotion in conjunction with the Phoenix, Az., annual home improvement show.