Promo Spotlight: Olympic Torch Relay given a new spin by Chevy promotion

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Effort: Olympic Torch Relay Tour

Marketer: General Motors Corp.'s Chevrolet

Agency: Interpublic Group of Cos.' Campbell-Ewald Retail Events Group, Warren, Mich.

Twist: As a presenting sponsor of the Salt Lake 2002 Olympic Torch Relay, Chevrolet is supplying 50 vehicles for the event crossing the U.S., including one of its new Avalanche trucks equipped with a cauldron; the avalanche will carry the flame on highways. Chevy also built a 75-foot trailer packed with Olympics memorabilia and virtual reality games for fans. Simultaneously, Chevy's latest-model Corvette (the Z06 for 2002) is on a tour of 90-plus Chevy dealerships along the route, where celebrities and hometown heroes will sign the car.

Vital statistics: The Torch Relay began Dec. 4 in Atlanta and concludes Feb. 8 in Salt Lake City. Coca-Cola Co. shares duties with Chevrolet as a presenting sponsor. The Corvette, festooned with at least 400 signatures, will be on display in Park City, Utah, throughout the Games. Afterward, the car will be auctioned off and proceeds will go to the Make-A-Wish Foundation.

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