The problem was how to arouse the interest and participation of citizens in the area around Toledo when city wide week long festivities heralded the opening of the new Toledo Union Rail Terminal.
Faced with the usual apathy on the part of surrounding communities toward Toledo activities, but favored by the fact that the four great railroad lines using the new terminal operated fanwise covering the area we borrowed the Pied Piper idea. We modernized it by glorifying the Queen selected by each community as guest of honor aboard special trains on each railroad scheduled to operate on "Area Day" for excursion trips into Toledo from about 50 miles distant.
To speed up the selection of Queens, we took the list of news correspondents for the Toledo Blade in 125 nearby communities and flashed announcements of the plan. Wherever a recently selected Queen was available, the correspondent was urged to have the local mayor name her as soon as possible as the official representative.
In other towns where a Queen had yet to be selected, it was comparatively easy to set the wheels in motion so that a girl was picked by contests arranged through such organizations as Junior Chamber of Commerce. These young ladies were frequently outfitted in the finest formal gowns by the sponsoring groups and were the center of local publicity as well as in the stories sent in by the Bhde representatives.
Results simply bowled everyone over. Despite the restricted time for naming the Queens, a total of 87 communities made selections. Not one town within 50 miles was among the missing!
Invitations went forth to the Queens to lead their contingent of train riding visitors on the big clay, and to ride free on the round trip. At the terminal each one was met by a reception committee of women from Toledo society and was whisked to a parade.
At the honor banquet in a downtown hotel they were greeted by four Hollywood stars George Murphy, Mitzi Gaynor, Marta Toren, and William Holden. In the midst of the banquet each girl paraded past the four judges, who were to make the coveted selection of "Miss Toledo Terminal."
Luckily the four agreed readily on one of the girls and we spirited her aside for news pictures, even though the official announcement of her selection was scheduled for two hours later, following another downtown parade and a visit to the new Terminal.
According to plan, the four Hollywood judges took places on the platform at the Terminal at 4:00 P.M. for the entire contingent of Queens to pass before them. Waves of applause came from the people from each community as its Queen came into the focal spot on the stage, thus stimulating a strong feeling of participation and competition among all the visitors. And fortunately the choice of the judges met with popular approval.
As to the success of the event, the police estimate of the crowd at the "crowning" was 75,000 and for the parade that was then preceded over twice that figure.
The most gratifying result was in achieving the biggest influx of residents from nearby communities in any Toledoan's recollection. The complete feeling of having had a part in the day's celebration was felt by every visitor.
The big time pace of the whole event made Toledo look like an exciting center for future trading and entertainment, thus knocking over barriers of long standing among those who tended to think first of Cleveland, Columbus, Fort Wayne, or Detroit.
The three preceding special event projects were all intended to arouse city wide enthusiastic participation, and to inspire a surge of civic pride. These objectives separately or jointly in community public relations have long comprised a fertile field.
This fact emphasizes that there has been a natural and serious gravitation toward civic apathy. Perhaps also, however, it indicates a natural gravitation of public relations talents toward the dramatic gesture as a means of moving mass opinion, interpreting it, or halting it.
Some were full dress, some simple and homespun. All have tended to be professional and effective in varying degrees.
The paragraphs that follow, single out a few of the many contemporary types of such events, gestures, and vehicles.
Plant Tour, Open House, Dedication:
Caterpillar Tractor has long liked special visitors. Among the groups who have had a "day" at the Peoria plant, have been barbers, bartenders, clergy, and doctors. Caterpillar figured all these fellows had the attention, one way or the other, of the community, and of Tractor employees regularly. They rated them highly as opinion molders.
The hosting program included a tour of the facilities, lunch, and an industrial relations discussion period.
Pennsylvania Power and Light held a local "artists' day" at its Sunbury electric station. Artists roamed the plant and enjoyed a picnic. A result was 99 compositions on the theme "Portrait of Power." When these were exhibited at the general offices in Allen town they drew 4,500 visitors. Some 25 of the best ones were purchased and shown throughout the company's area in joint sponsorship with educational groups.
International Harvester had a "Vendors Day" for some 250 of its suppliers in Milwaukee. They took 40 at a time for a tour of the facilities, lunch, and a bull session.
Pontiac Motors wanted the families of employees to see the shop. In one plant a special tour at 5:30 P.M. was arranged so that the day shift could bring in the folks and show them around directly after work.
Johns Manville decided that members of the Raritan Valley Grange should see their research center at Manville, New York. They set up a special tour for the 60 people involved, and told them the story of Manville research.
The Bank of America, on its 50th Anniversary, had a slightly different idea in mind than showing off its own facilities. They wanted to inspire more pride in California's growth. To get the press excited, they hired an airplane and took reporters on a tour of the state by air so that they could see the growing evidences of wealth and progress.
The Borden Company wanted everyone in Ottawa, Canada, to come in and see how cheese was made. They put an invitation on the wrappers of their cheese products.
Gardner Board and Carton Co., Middleton, Ohio, held a "Science Night" annually for high school students taking science courses, to explain and demonstrate what chemistry, mathematics, and physics meant to industry and to careers.
A week long open house event was planned by Nabisco at its 10 million dollar plant in Portland, Oregon. Among the many special arrangements were a lost child department with nurse, a public address base station, and protective insurance for everyone, special traffic policemen, a local orchestra and disk jockey for entertaining those waiting in line, an ambulance, and a tow truck on standby. Sounds frantic, but some 52,482 people showed up to see and sample the biscuits, crackers, and cookies.
Old American Insurance Co. invited opinion leaders of Kansas City, Mo., to see its remodeled headquarters. On arrival each person was presented with a paid up (for one month) accident insurance policy. It was the talk of the town.
Burlington Industries, Greensboro, N.C., periodically hosted community leaders at dinner in their various plant cities. Invited were city and school officials, chambers of commerce, and industry leaders. Burlington also had groups of ministers in for lunch and plant tours.
