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Marketers Hit Road With Experiential Tours

Marketers are getting more mileage out of experiential marketing--the practice of touring events, exhibits and other promotional efforts that attempt to forge an emotional bond with consumers. Ocean Spray Cranberries, for example, has set up replicas of cranberry bogs at popular tourist sites in Chicago, Los Angeles and New York. "If people have a positive moment with a brand, they'll tell seven people about it," says Beth Rice, evp and director for Arnold Brand Promotions, which worked with Ocean Spray on the "Bogs Across America" tour. Windstream Communications, a telecommunications company formed in July that serves primarily rural markets, is sponsoring "The Green Truck Tour" to generate brand awareness. A pair of customized 1953 Chevrolet pickups are hitting 34 markets in 16 states to take part in events like the World Chicken Festival in London, Kentucky. Even the Advertising Council, known more for its public service announcements, is getting into the act. Its "Feelin' Groovy" tour is performing skits that tackle topics like preventing wildfires, encouraging literacy, fighting asthma and adopting children from foster care. Other examples of branded road trips are the Planters Nut Mobile, the LashExact Mobile Tour, and the "Mini [Cooper] Takes the States Rally."

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