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- Title
Nostalgic Selling: the Louisville & Nashville Railroad and its General Public Relations.
- Authors
Landry, Michael
- Abstract
This paper represents a case study of how to use historic events/artifacts in public relations and sales. It recounts how the Louisville & Nashville Railroad participated in the United States Civil War centennial celebrations by restoring a locomotive, the General, that was made famous in a daring raid conducted in that war. Using primary and secondary documents mainly from corporate archives including notes, operations manuals, public relations logs, measurements, corporate publications and oral history, the paper outlines the General's iconic history, the purposes for its 1960s restoration to operation for the Civil War centennial, and the overarching marketing strategy behind the project.
- Subjects
PUBLIC relations firms; MARKET-driven journalism; CORPORATE communications; ORGANIZATIONAL legitimacy; RAILROADS
- Publication
Atlantic Marketing Journal, 2016, Vol 5, Issue 3, p151
- ISSN
2165-3879
- Publication type
Article