MCCORMICK'S OLD BAY SEASONS THE SUMMER WITH MERCHANDISE

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McCormick & Co., Hunt Valley, Md., in May unveiled a broad integrated and licensed merchandise promotion for Old Bay food seasoning, using in-store and direct marketing. The national promotion includes 2 million catalogs to be distributed on-pack and at the point of purchase throughout the summer, offering Old Bay-theme summer merchandise including rafts, coolers, umbrellas and cookbooks centering on Old Bay's role for 50 years as a seasoning for shellfish, seafood and other foods. Taste Publications, Baltimore, coordinates.

Tretorn, Brockton, Mass., this month began an in-store promotion with shoe retailers, offering consumers buying a pair of Tretorn Classics a free six-month subscription to various magazines from Conde Nast Publications. The titles include Allure, Glamour, Mademoiselle, Self, Vanity Fair and Vogue. The promotion continues through June 30. The Newport Group, Providence, R.I., coordinates.

Northwest Airlines, St. Paul, Minn., and Mall of America, Bloomington, in May announced the dual sponsorship of "Jam Against Hunger," a two-day music and entertainment festival to be held July 3 and 4 at the mall. Additional sponsors include MCI, Minnesota State Lottery, Lipton iced tea, Haagen-Dazs, Henry Weinhard's Red beer and Holiday StationStores.

Hyatt Hotels Corp., Chicago, in May kicked off the "Picture Perfect Summer Vacation" promotion, offering guests one free night with stays at 56 participating Hyatt hotels and resorts. The promotion, which runs through Labor Day, includes a photo contest with more than 100 prizes such as a grand prize of a two-week vacation for a family of four. Rapp Collins Worldwide, New York, handles.

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