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Spotlight: 'Outside' and Honda launch college tour

Published on .

Effort: Elements of Adrenaline Film Festival

Marketer: Outside magazine and American Honda Motor Co.

Agency: In-house

Twist: Outside last week launched its first-ever college tour, planning to visit 27 campuses with an adventure-themed film festival. The tour is co-sponsored by the Honda Element off-road vehicle, which targets college-age adventure seekers, and represents a more targeted effort than last year's nationwide concert tour co- sponsored by Jeep. The tour, which kicked off in San Francisco, hits 17 states and runs through May 14, premiering three new films. The films will be combined into a one-hour special airing in May on cable TV's OLN. Additional sponsors Body Glove, Nevada Tourism, Nature Valley Granola Bars, EMS and Marmot each will have on-site marketing rights, along with Honda.

Vital statistics: The tour includes free product samples and travel information plus a sweepstakes to win one of two Honda Elements.

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