Word: cameleer
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...home of Reynolds Tobacco, second-largest-earning company in the industry. Proud of it were the company's officials. But especially proud of it was the Manhattan advertising agency (with offices also in many another city) of Erwin, Wasey & Co. Three months ago Erwin, Wasey received the Camel account. They immediately launched a $1,000,000 campaign running for eight days in 1,713 dailies, 2,139 weeklies, 426 college and financial papers, which promised prizes of $50,000 for the best 200-word letters on Camel's new cellophane wrapper. Last week's activity in Winston-Salem seemed proof...
...March 4 the Camel contest reached its "deadline." A deluge of 952,228 letters swamped the Winston-Salem postoffice, in which a special corner was roped off for Camel answers. About 20,000 answers arrived special delivery. The four special delivery messengers in Winston-Salem receive 9 cents for each special; the contest made them each almost $500 richer. In the Reynolds Building 122 employes on day and night shifts sorted and stapled the mail. Within a few days they stopped being surprised at such oddities as a letter in a crate so it would attract attention, letters in little...
Texts of the winning letters were reserved for further Camel advertising...
...thoroughbred racing camel can run 150 mi. a day, carry a pack load three days without water. The best racers are Mehara dromedaries. They are mostly bred by that old tribe whose men haughtily and in disdain of modern usage still wear veils with their black tunics: the Tuaregs. The riders sit on small saddle-platforms placed in front of the dromedary's single hump. They hold rods in their hands and reach forward with a peculiar, tense movement to tap the camel on the left side of the neck when they want him to turn right...
...night the racers lie down, each rider against the warm back of his mount. The desert is cold at night, as though chilled by the moon which gives the wind-molded sand the color of ice. No use to force a camel in a long race; what he makes the first day he will lose the second. At Ghardaïa, the Mezabits rode out to meet the first camel which, heavy-footed, appeared on the desert's rim. The rider was one Mohamed Ahabi, the dromedary "Fleet as Sirocco." The pair had covered...