Great Wolf Resorts Inc. spent about $50,000 on gifts and travel for employees featured on the hit CBS show Undercover Boss, an investment the CEO says was well worth it considering the value of 44 minutes of prime airtime.CEO Kimberly Schaefer said in an earnings call Nov. 3 that the marketing value to Great Wolf Resorts was about $18 million. More than 13 million people watched the episode in October, the highest so far for the hit series. Millions more could see it again in reruns.
"We think it was a great trade-off to have that opportunity to get that awareness and brand equity," Schaefer said.
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