BHG Hits The Road

  • May 19, 2003
Attempting to generate buzz in advance of its upcoming "Your Best Summer Ever" editorial series, Better Homes and Gardens has launched a coast-to-coast media blitz.

The Better Homes and Gardens Experience, which a company press release claims "will bring the pages of America's most successful magazine brand to life for consumers and advertisers," will hit 20 markets between now and October. With Wal-Mart, Barbie and GMC on board as the tour's sponsors, the mag is hoping to reach 3.5 million consumers.

Each stop on the tour will feature a 5,000-square-foot event space, which boasts a high-performance kitchen and garden landscape on its main stage. Attendees will be treated to a host of product demonstrations and seminars, with gift bags, sponsor information and samples distributed on the spot.

"Every month, Better Homes and Gardens magazine connects with nearly 40 million dedicated readers," Daniel M. Lagani, vice president and publisher of BHG, said in a statement. "We have leveraged that brand affinity... to create a fun and interactive live brand experience for American families."

The first two months of the tour will consist of a series of two-day events at Wal-Mart Supercenters. Its final four months will include stops at family-oriented fairs and festivals in Ohio, Pennsylvania and other states across the U.S.

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