Six DMX Tour vehicles are covering the country to make stops at popular sporting, entertainment and local events. The mobile DMX vehicles will provide an informative and entertaining venue for consumers to try on the DMX Run running shoe. Treadmills will be available at some DMX Tour stops to allow consumers to actually give the footwear a test run.
"Our goal is to generate excitement and communicate the benefits of the DMX Run and DMX Series 2000 technology to our consumers by offering them the opportunity to try on the footwear," said Jo Harlow, VP Reebok Brand Marketing. "The flexibility of a mobile tour will enable Reebok to leverage opportunities to reach our target consumers in fun and exciting ways; be it at a baseball game, a major marathon or a pick-up basketball game."
At major events, the vans will feature interactive games, music, product raffles and poster giveaways to create a tailgate-like environment. Athlete or celebrity appearances are also planned.
The tour is being managed by Contemporary Marketing Inc., one of the nation’s largest producers of live entertainment and corporate sponsored events and promotions.
Peter Meola, VP, Sales and Marketing, said: "Our Hispanic initiatives in Houston and Los Angeles were so successful that we decided to expand the program to include additional key markets."
The campaign will feature, retail/installer promotions and special event sponsorhships. Participating locations will feature "GooooL con Castrol," an interactive soccer game and incentive giveaways. Consumers who visit these locations and participate will receive free giveaways including soccer balls, t-shirts and key-chains.
Castrol will provide retailers with special in-store signage and banners with the message, "Castrol, Ayuda a mantener Tu Carro Como Neuvo" (Castrol Helps To Maintain Your Car Like New).
Paul Horstmeier, Hewlett Packard Product Marketing Manager, said: "Research has confirmed what we have been hearing from our customers; Color is quickly becoming a business necessity. In today’s competitive market, many business professionals are using color printing to make their works and images stand out from their competitors."
This year’s tour is enlisting the support of Indy car racing star Bobby Rahal and his championship-winning team. The trucks will feature a video on how Team Rahal is using color printing to better compete in every aspect of its racing business.
In Clarion Promotions: Beth Anne Taglia has been promoted to Senior Account Executive from Account Executive. Melissa Napoli has been promoted to Account Executive from Assistant Account Executive. Veronica Hanzel has joined the division as Account Executive from Account Executive specializing in Interactive Business Communications.
In Clarion Performance Properties: Doug Metchick has been promoted to Vice President, Account Supervisor from Account Supervisor. David Chass has been promoted to Account Supervisor from Senior Account Executive. David Rafferty has been hired as Account Supervisor. He was previously Vice President of Marketing at Festival Marketing in New York. Margaret Stamatis has been promoted to Account Supervisor. She was previously Senior Account Executive at ISES in Greenwich, CT. Jonathan Wolfsie has been promoted to Account Supervisor from Senior Account Executive. Johanna Gear has been hired as Art Director. David Lehanski has been hired as Assistant Account Executive.
At Clarion Direct: Karen E. Kluger has been hired as Senior Vice President, Director of Communication Channels. Formerly with Wunderman Cato Johnson, she oversaw media and database department in NY. Adrienne Wax has been hired as Senior Vice President, Director of Client Services. She was formerly with Wunderman Cato Johnson in NY. Julie Smith has been hired as Account Executive. She was formerly an Account Executive with Grey Direct, NY.
At ClarionBusiness Communications: Nancy Johnson has been hired as an Account Executive. She was formerly in corporate finance at JH Whitney and Company in Stamford, CT.
Clarion also has named Greg Hughes, Vice President and Senior Art Director in its Atlanta office. Hughes, formerly at J. Walter Thompson in NY, will oversee concept development and creative work on a variety of clients.