Effort: Camel Roadhouse Tour.
Agency: Group III Promotions, Chicago.
Twist: To build loyalty among motorcycling enthusiasts, R.J. Reynolds is running its largest-ever Camel Roadhouse Tour, providing an oasis of free entertainment plus merchandise sales and promotion at the nation's 10 largest motorcycle events. At each of these events, expected to draw from 100,000 to 500,000 participants, Camel provides live entertainment, disc jockeys, free boot shines, displays of biker art, plus sales of Camel brand T-shirts and Camel cigarettes, all under a pyramid-shape roof.
Vital statistics: This year's tour began Feb. 11 in Phoenix and ends with Daytona Biketoberfest in Daytona Beach, Fla., Oct. 21 to 25. Local outdoor advertising and print ads in motorcycle magazines, created by Mezzina/Brown, New York, support.