The Friday after Thanksgiving is usually our first day of ramp-up but this year Jingle, Jolly (our Chief Marketing Officer), and I decided to switch things up a little. The Belief reports have been steadily trending down on a year over year basis. Fewer and fewer people believe in Santa and/or the spirit of Christmas that I try so hard to demonstrate. As a result, Jingle & Jolly convinced me that we needed a focused media blitz to drive up the Belief numbers.
My day started with the alarm clock screaming at me at 4:00am. I actually had been awake for almost half an hour before. I couldn't sleep with anticipation of the Christmas season truly getting underway but I didn't want to get up. I wanted to lay in the warm, comfortable bed and enjoy a few moments of peace, quiet, and laziness before the chaos set in. After I got up & out of the shower, I downed a quick cup of coffee and a piece of left-over pumpkin pie at the kitchen counter. Before I could start a second piece of pie, Jingle was rushing through the door way and yelling at me - ok, he wasn't yelling but at 4:30a it seemed like yelling - that we were going to be late. We rushed out and maintained a near-run pace across the town square and to the the Flight Operations center. Within 10 minutes of arrival at Flight Ops, we were airborne and on our way to Asia.
My morning in Asia consisted of appearances on morning talk shows in Tokyo, Shanghai, Beijing, Hong Kong, Seoul, Singapore, BangKok, Mumbai, Bangalore, & Chennai... with a quick trip down to Sydney, Melbourne, Auckland, & Christchurch between Seoul & Singapore. We had four major Asian magazines travel with us in the sleigh for an inside look as we flew around the region. In each city, we hit at least two major national network morning shows. A couple of the stops included parade appearances. Beijing included a press conference at one of the 2008 Olympic venues. I get the same questions every year so its not terribly demanding intellectually... and let's be candid, I'm Santa Claus, so I get some real softball questions. But it can be tiring.
Then it was off to Europe, the Middle East, & Africa. We hit at least 2 national morning talk shows in every major market across the region... 50 markets in all and 114 different talk shows. Again, we had European newspaper & magazine reporters & columnists join us in the sleigh for the city-hopping tour of the region. In London, I hosted a media brunch that gave out almost 2,000 credentials for European press. And of course, after the brunch, it was time to make the same circuit through out North & South America for the morning talk shows there. In the US, we also held media brunches in New York and L.A.
But the big idea - really big idea - to boost the belief numbers was Jolly's idea. "It's simple. If people don't believe, let's show 'em", he argued. So he issued invitations to the top news network, top magazine, top newspaper, and top blogger from the US, UK, France, Germany, Russia, Italy, Spain, Australia, Japan, China, & South Korea to come to the North Pole. Cameras were welcome. Mrs. Claus served as the hostess... though Jolly was never far way. After a spectacular lunch, prepared by Mrs. Claus herself, Mrs. Claus took them on a 3 hour tour of the North Pole. They covered everything on the tour from the Claus' personal residence to the newly re-built North Pole Production facility. They had full access to everyone. Of course, Rudolph was the most popular interview but Donder's dry sense of humor stole the show. I arrived back just in time - as planned so carefully by Jingle & Jolly - for the press to complete their insider tour and interviews. I met with them over a cup of coffee & ginger bread cookies for 30 minutes. Surprisingly, the didn't ask a lot of questions... mostly they just wanted to make sure I knew what they wanted for Christmas. A sure sign that we'd at least won them over!
But the day wasn't over. In fact, before the press made their way back to Flight Ops, I was already back in the sleigh and off to repeat the Asia-Europe-North America city hopping tour for live appearances on the late night talk shows. By the time I got back to the North Pole, it was well past my bedtime. I'm hoarse from a full day of talking. But I must say that as tired as I am, I feel like it was a successful day. Nevertheless, I'm looking forward to talking to wide-eyed & full-of-faith kids at the mall tomorrow rather than cynical, been-there-done-that reports & columnists. Off to sleep....