Effort: Private Issue Jerry Garcia Road Trip & Food Drive.
Agencies: David S. Wachsman Associates, New York, for publicity, and DDB Needham Worldwide, Chicago.
Twist: To introduce Private Issue's latest credit card design featuring the artwork of the late musician Jerry Garcia, Novus created a card design on a 1959 Volkswagen microbus that's rolling across the U.S. on a publicity-driven marketing tour. At concert venues and colleges, consumers are encouraged to donate a non-perishable food item. Credit card applications are offered at each site, and each applicant is automatically entered in a sweepstakes to win the Jerry Garcia Fan Bus.
Vital statistics: The tour has visited 10 cities since June, rounding up more than 37,000 pounds of food in conjunction with concerts, celebrity appearances and cultural events with heavy media coverage. The tour is visiting colleges across the U.S. through early December.
Kate Fitzgerald edits Events & Promotions. Reach her by fax at (312) 649-5331 or