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IGT Media Holdings Unveils a First-of-Its-Kind Restaurant & Hospitality Industry Marketing Approach

MIAMI-(Business Wire)-August 28, 2008 - After more than 30 years of impressive agency history in media buying and promotional marketing, IGT Media Holdings President Ric Roth had an idea that would not only transform his business - but potentially transform the foundation of traditional media buying.

“It wasn’t exactly a ‘the clouds parted’ kind of moment,” said Roth, “but it was definitely a realization of something big.”

Roth’s idea entailed transforming IGT from a regular advertising provider to becoming a true partner for their clients. What’s more, his idea involved giving clients what they desire most — immediate new sales.

“The program is very simple: every time a client purchases media or marketing materials from IGT, we reinvest a portion of the client’s overall expenditures back into their business through the purchase of the client’s products and services,” Roth said.

In its most basic form, IGT’s Client Reinvestment Program® invests back into the client’s business in the form of purchases at the implementation of the marketing campaign — sometimes up to 40 percent of the budget, according to Roth. IGT literally writes their client a check for the client’s products/services every time the client spends on advertising and media.

But what’s particularly interesting about IGT’s CRP Program, especially to ad agencies, is that IGT successfully works alongside a client’s agency.

It all begins with IGT conducting an audit of the brand’s existing expenditures to determine what portions could qualify for the CRP® program based on its costs.

More than 50 brands have brought IGT’s CRP program into their marketing mixes. One such brand, a major QSR restaurant chain, is running a broadcast advertising campaign with IGT reinvesting about $300,000 back into the QSR in the form of gift card purchases.

“We reinvest at face value, there is no percentage of retail or volume discount taken,” added Roth.

Roth’s family owned and operated agencies have billed over $5 billion in the advertising and media business. IGT’s impressive list of prominent clients have included Golden Corral, Arby’s, Nathans Famous, Avon, Sprint, Palm Treo, Circuit City, The Home Depot, Lalique, and many other national and local brands.

For more information about IGT’s CRP Program visit www.igtmediaholdings.com or call 305-573-2800.

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