"This is our second year for CountryFest and we’re excited about hosting this bigger and better event in Texas," said William Farley, Chairman and Chief Executive Officer of Fruit of the Loom. "The show is our way of saying thanks to our customers and gives us the opportunity to make history in the process."
Attractions include the Fruit of the Loom Country Comfort Experience, a 35,000-square-foot mobile festival grounds featuring a variety of country lifestyle attractions including a 5,500 square foot country music museum, interactive music kiosks, computer trivia games, line dancing and songwriter showcases.
Tickets are available with two proofs of purchase from Fruit of the Loom products and the mail-in order form available at participating retailers and select country magazines. Through a marketing partnership with Blockbuster, tickets are available with any $10 Blockbuster receipt and the mail-in order form available at any of the 4,200 Blockbuster music and video stores. Tickets can also be purchased via the Fruit of the Loom Web site and Ticketmaster.
Retailers have been provided with quantities of the two brands specially packaged together along with educational brochures on sleep-related issues. On specially-marked displays, packages of Breathe Right nasal strips will carry four free geltab samples of Tylenol PM with a notice on the front of every package informing consumers of the free samples. Tylenol PM will have a four-strip Breathe Right sample pack shrink-wrapped to a package of 24-count Tylenol PM.
Shipper displays are featuring the promotion with each display carrying a joint brochure to educate consumers.
POS includes an in-store banner, in-store video, valence flag, floor graphic, comp box, counter card, pre-sale card and on sale poster.
"The idea is to utilize the mall environment to create a giant virtual Mitsubishi showroom: an environment that cuts through the clutter and avoids high-pressure intimidation factors that consumers’ typically associate with visiting a dealer showroom," said Brian Turner, VP, Business Development, Andrew Joseph & Co., the Birmingham, MI-based event marketing firm which developed the mall tour for Mitsubishi Motors.
The Tour incorporated national sweepstakes giveaways and database construction; a targeted direct mail campaign and test drive program; interactive kiosks with Web site and sweepstakes center; car line display units; and product placement for up to 9 Mitsubishi vehicles. The Tour achieved an estimated 15 million gross consumer impressions.
Burger King will promote The Land Before Time Sing Along Songs with an aggressive media and in-store program offering collectible characters. The Land Before Time Sing Along Songs will feature a free Land Before Time Activity Center CD-ROM from Sound Source Interactive inside every videocassette. Consumers will be able to access two functional activities of the Sound Source Interactive CD-ROM and can call to purchase the entire program.
The Land Before Time Treasure Chest, from Kitchen Sink Press, which will be advertised on an insert card included in each video, will feature a wealth of branded merchandise.
Ms Bero will oversee a staff of three coordinators to manager the Anheuser-Busch In-Concert Program, a grassroots sponsorship for Budweiser and Bud Light. The two brands sponsor 31 local rock bands who perform 3,100 dates nationwide.
Entertainment Marketing, also announced the appointment of Mike Nickerson and Media Promotions Director and Seann Price as Sponsorship Coordinator. Mr. Nickerson will oversee radio promotion and advertising for Anheuser-Busch. Anheuser-Busch and EMI are launching promotions geared towardurban and Hispanic markets. Ms Price will also be working with Anheuser-Busch’s Hispanic and urban radio promotions including development of contests, coordina.tion of prize fulfillment and radio copy creation.