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15th Annual IEG Event Marketing Conference will convene in Chicago March 8-11, featuring Miller Brewing Co. Chairman Jack MacDonough and AOL Networks President-CEO Bob Pittman. Also, IEG last week unveiled IEG Valuation Service, an independent service designed to calculate the specific value of sponsorships and related benefits for advertisers and event marketers. For more information, call: (312) 944-1727.

Citibank agreed to become the title and exclusive event sponsor of Elton John's 65-city world concert tour. Citibank's sponsorship of "The Big Picture Tour," which began last month, includes an appearance by the singer in two upcoming Citibank TV commercials and one TV spot promoting the tour. Citibank cardholders will get special discounts on concert tickets and merchandise when paying with their Citibank credit card. Y&R Advertising, New York, handles.

Kroger Co. and Jewel Food Stores agreed to back an expanded sampling and couponing program targeting Hispanic families through schools. The promotion launches next fall, called "Regalos Para Los Padres." Sampling Corp. of America, Glenview, Ill., handles.

Promotion Marketing Association announces its "Basics of Promotion Marketing" three-day workshops to be held this year in various U.S. cities. For more information, call: (212) 420-1100.

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