• June 14, 2004

Rodale Inc. and Jeep brand announced the June 2004 launch of an integrated marketing campaign centered on "Geocaching."

Geocaching refers to "real world treasure hunting" though the utilization of GlobalPositioning System (GPS) technology and the Internet for clue delivery. The activity has grown in popularity among young families and is estimated to involve nearly 1 million participants in the U.S. alone, according to Rodale.

Rodale magazine customers will be invited to join the promotion by searching for two-inch Jeep Wrangler replicas, called "Travel Bugs," which are hidden in caches all over the country. The "Jeep 4X4 Cache-In Adventure" also includes a consumer sweepstakes component with three Jeep vehicle giveaways, to be announced through advertorials in Rodale magazines such as Men's Health, Runner's World, Bicycling and Backpacker. The sweepstakes ends December 31, 2004.