Today being February 29th is what is known as Leap Year Day. It only comes around every four years and extends the winter month of February one more day for us all. According to folklore, leap year day gives those women who don't want to wait for a marriage proposal the go ahead to pop the question themselves.
I found this article written by Joanne Kaufman titled "Marketing Campaigns take advantage of Leap Year Day" which has some examples of a few businesses that are using the day as part of their promotional marketing plans to offer a few special incentives of their own. Some are giving certain discounts only to the few who have the fortune or misfortune to have been born on this calendar day, otherwise known as leaplings.
The restaurant chain Boston Market has a free Leap Day lunch to those born on Feb. 29 which includes a choice of either chicken pot pie or meatloaf.
Morton's The Steakhouse is offering a free special dinner to a limited number of guests in eight markets, including Baltimore and Philadelphia. Reservations and proof of birth date are required.
"We just thought it was a fun way to promote Morton's," said a spokesman for the chain, Roger Drake, "to honor the people who were born on leap year day and who kind of get left out of things on their birthdays. They only get one every four years, and Morton's is all about celebrations."
According to the Web site leapyearday.com, which is run by a group called the Honor Society of Leap Year Day Babies, there are about 200,000 Leap Day babies in the United States. Among them are the actor Dennis Farina, the motivational speaker Tony Robbins and the rapper Ja Rule.
"We want the calendars to put the words Leap Day on Feb. 29 the way they put New Year's Day on Jan. 1 or Ground Hog Day on Feb. 2," said Raenell Dawn, a leapling and a co-founder of the society. So far the quest is quixotic. "I've been at this for 20 years and no calendar company has agreed. One laughed at me."
Papa John's is using the day to introduce the Perfect Pan Pizza with the tagline: "One Giant Leap for Pankind" and offering a free pizza for those who's birthday is today when ordered online.
A Papa John's spokesman, Chris Sternberg, said that his company was guided by the calendar in creating many of its promotions. "We're always looking for opportunities for folks to try our product," he said. "Leap Day leaped out, as 7-7 did last year," he added, referring to July 7, 2007.
Papa John's also will give customers whose birthdays fall on any of the other 365 days of 2008 other special online offers on Friday.
"There being an extra day this year, it means Americans are being asked to work an extra day," Sternberg said. "So the thought was that we would take care of dinner with a great deal on pizza."
The Atlantic City Convention and Visitors Authority has come up with 29 ways to enjoy the boardwalk and beyond. One inducement is a leap year package from the Atlantic City Hilton that includes free parking, a $50 dining credit, a $21 credit at one of the hotel bars and overnight accommodations for $229.08. ($275 is the usual Friday night rate for a standard room, according to Hilton reservations).
Meanwhile, Virgin America, an airline carrier based in San Francisco that started up last August, has wrapped up a weeklong fare sale with the slogan "why leap when you can fly."
"The idea," said a spokeswoman, Abby Lunardini, "is that leap year comes around only so often, and fares this low only come along so often. We wanted to tie those thoughts together."
As an extension of Dove's Campaign for Real Beauty they will be holding self-esteem workshops for pre-adolescent boys and girls around the world. "It's an extra day in the year, so it's linked to our mission," said Fernando Acosta, senior vice president of the Dove brand. "Our mission is to make more women feel beautiful every day."
So, happy birthday to all those leap year babies. And while we're celebrating birthdays, I would like to point out that Donna's Promo Talk just had it's first birthday. My very first post was on February 27, 2007 which was about Dove and their Campaign for Real Beauty. So, while my blog isn't an official leaping, I'm proud to say that I've been a blogger now for a full year. Thanks to all who've helped me get here. It's been a great ride so far and I'm looking forward to my second year.
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