OC Mornings Start with Breakfast, News and Hockey

Orange County Register and Mighty Ducks of Anaheim team up to launch ‘golden ticket’ promotion where tickets are included in the newspapers

ORANGE COUNTY, CALIF. (Monday, February 23, 2004) - Health experts recommend a good breakfast as a smart way to start your day. Starting next week, Orange County residents can take smart a step further when they start their day with a Del Taco breakfast combo meal and receive a free Orange County Register and possibly two free tickets to a Mighty Ducks of Anaheim game. From Feb. 23 — March 19, Del Taco, The Orange County Register and the Mighty Ducks are joining together to bring complimentary news to weekday breakfast customers at Del Taco’s 67 Orange County restaurants, and sealed in 500 random newspapers will be two free tickets to Mighty Ducks of Anaheim games.

Each newspaper will include one of four collectible Mighty Ducks player posters featuring Jean-Sebastien Giguere, Keith Carney, Steve Rucchin, and Rob Niedermayer. This promotion, dubbed the Golden Ticket, also includes a grand prize of Ducks season ticket package for next season.

"There couldn’t be a better way to start the day than with a fresh hot, breakfast, the news and a chance to see the Mighty Ducks play," said Joe Senger, director of marketing at Del Taco. "We’re excited to partner with the Register and the Mighty Ducks to give our customers an exciting opportunity and added value."

Del Taco breakfast combos include one of four main items such as a Macho Bacon and Egg Burrito, Steak and Egg Burrito, Bacon and Egg Quesadilla or Egg and Cheese Burrito, accompanied by Hash Brown Sticks and choice of coffee, orange juice or small drink.

"The possibility of going to Del Taco and finding actual tickets to Mighty Ducks games in the Register — possibly season tickets — creates a feeling of excitement and anticipation," said Bob Gary, multimedia branding manager for The Orange County Register. "The instant gratification reminds Orange County residents how rewarding it can be to start their morning with the Register, which mirrors the theme of our ongoing "Take Back the Morning" branding campaign."

"This promotion is unique because it gives the fans a chance to win tickets on the spot," said Mighty Ducks Director of Sales and Marketing, Michael Williams. "For the first time, fans can actually win physical, hard tickets in the Register instead of receiving a voucher. For the 500 winners, there is nothing to mail in and no numbers to call in the Golden Ticket promotion."

The Register is linking the Golden Ticket promotion as part of its "Take Back the Morning" branding campaign and is including messages about the promotion in its in-house advertising schedule, which includes the Register, OCRegister.com, and myOC.com.

The promotion will be supported with local radio spots, during Mighty Ducks’ radio broadcasts, and at Del Taco restaurants with in-store danglers, door decals, tray liners and drive-thru speaker wraps, a concept Del Taco has pioneered.

ABOUT THE ORANGE COUNTY REGISTER Based in Santa Ana, Calif., The Orange County Register is a Pulitzer Prize-winning daily newspaper published by Freedom Orange County Information, which also publishes 22 community weeklies, Spanish-language Excelsior, OCExcelsior.com, OCRegister.com, myOC.com, and Orange County Home and Coast magazines. Past sports-related, custom-publishing projects of Freedom Orange County Information include programs for U.S. Open of Surfing, The Mighty Ducks of Anaheim, the 2003 World Gymnastics Championships, and the Anaheim Storm professional indoor lacrosse team.

ABOUT THE MIGHTY DUCKS The Mighty Ducks of Anaheim are the reigning Western Conference Champions in the National Hockey League. The team is coming off the best season in franchise history and returns a core group of players for the 2003-04 campaign. For more information about the Mighty Ducks, visit the team’s web site at www.mightyducks.com.

ABOUT DEL TACO Del Taco is a privately held company that operates, or franchises, more than 425 Mexican quick service restaurants throughout the United States. Del Taco is the second largest Mexican restaurant chain in the United States with individual restaurant sales volumes that exceed all other Mexican quick service competitors. Del Taco features fresh ingredients, made-to-order food, unique Mexican entrees, and an American menu that includes double cheeseburgers, shakes and crinkle cut fries. Del Taco restaurants are designed with a festive interior and drive-thru. For more information, visit www.deltaco.com.

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