Effort: Better Homes & Gardens Experience
Agency: In-house with an assist by tour company Pierce Promotions & Events, Portland, Maine.
Twist: Betting that more consumers will drive to local travel destinations this summer rather than fly, Better Homes launches a mobile marketing tour, visiting state fairs and festivals across the U.S. Sponsors, whose multimillion-dollar commitments were not itemized, include Wal-Mart Stores, General Motors Corp.'s GMC and Mattel's Barbie brand. A 42-foot trailer now converts into a 5000-square-foot interactive event space with a stage, a high-performance kitchen, a portable garden landscape and a workshop for project demonstrations. Gift bags with sponsor information and product samples will be distributed free to attendees.
Vital statistics: Beginning May 24 and running through October 5, the tour visits 10 Wal-Mart Supercenters where it is presented by Barbie, and 10 regional and state fairs, where GMC is the presenting sponsor. A three-month editorial series backs the tour, themed "Your Best Summer Ever."