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• GREATEST REASON IN THE WORLD Campaign
• Another Great Travelers Campaign
• Further Reading

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GREATEST REASON IN THE WORLD Campaign

Overview

Most great advertising has come from professionals, but the Travelers "Greatest Reason in the World" ad first appeared as an item in an employee publication. It was written by George Malcolm-Smith, a member of the company's publicity staff. When someone proposed that the Travelers advertising agency use it, the agency agreed without making any modifications. Research later showed that...