Phone companies dangling tempting incentives to lure new customers is nothing new in advertising. Unless the incentive is a free house.
To pitch a new residential service package to customers in the Dallas/Fort Worth Metroplex and surrounding Texas markets, a GTE contest is offering a $164,000 Dallas-area Pulte Corp. home as a grand prize.
"Right now, the only way to get the Metroplex's best-value calling package is to be a GTE customer or become one by moving to a GTE suburb," boasts a release issued by the telephone company.
Texas residents who sign up before July 3 are automatically entered, as are GTE customers that opted for the flat-rate plan since February.
The contest was developed by Ogilvy & Mather in New York. Direct mail touting the grand prize was sent out last week, and print and radio advertising will break in Texas next month.