The Los Angeles Times launched a new advertising initiative Wednesday that allows subscribers to enter monthly sweepstakes to win experiences.
The first winner will walk down the red carpet at the Screen Actors Guild awards Jan. 25 and attend a cocktail reception and gala dinner catered by Wolfgang Puck.
Next month, subscribers will have a chance to win a meet-and-greet with new Clippers owner Steve Ballmer during halftime at a game and to high-five players as they pass through the tunnel between the locker rooms and the court.
The sweepstakes were created to demonstrate The Times’ clout to advertisers and boost subscriptions through “experiences you can’t buy that only the Los Angeles Times can provide,” said Senior Vice President Renata Simril.
An advertising campaign for the first sweepstakes was launched Wednesday.
“First and foremost, it’s an opportunity for us to expand our subscriber base, though it could also be considered a loyalty program to a certain degree,” Simril said. “It also shows the value of the partnerships and the reach we have because of The Times’ brand and prominence in the marketplace.”