World's Fair (New York, 1964-1965), 1939-1965 and undated

Extent:

12 boxes

Scope and content:

History of the World's Fair Account.

In 1960, four years before opening day, the New York World's Fair Corporation hired JWT as its advertising agency. Fair President Robert Moses believed that a vigorous promotional campaign was necessary to ensure the desired attendance. JWT placed the newly-hired Ted Royal in charge of the account, and for the next four years he guided the campaign. The assignment had few precedents and literally involved starting from scratch. Royal not only coordinated the advertising for the Fair, he sold the idea to potential exhibitors, many of whom were long-time JWT clients.

Account Supervisor Ted Royal, a fifteen-year veteran of the advertising industry, joined JWT in 1960 and almost immediately he was given the Fair account. He left JWT in 1965 with the Fair as his only major project. William Banks, International Fair Promotion Advisor for JWT, joined JWT after working for the United Nations. Fluent in 10 languages, he advised a number of account supervisors working in foreign markets.

The account files included here were accumulated by Royal, and by the International Fair Promotion Advisor for JWT, William Banks. They include documents from past Fairs, as well as contemporary material.

The files are arranged into two subseries--General Files and Clients and Exhibitors--and alphabetically by topic therein.

Contents

Using These Materials