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PHOENIX-Dial Corp. is sponsoring the 50-city spring and summer concert tour of country singer Wynonna, starting May 1.

The total cost of the promotion is estimated to be more than $1 million and will feature a handful of brands from the company's consumer products line, including Dial, Tone, Pure & Natural and Spirit bar soaps; Purex laundry detergent; Armour Star canned meats; and Renuzit air fresheners.

"Dial soap and our other line extensions are geared toward the female market," said John Teets, chairman, president and ceo. "Wynonna is all-American, fresh and spontaneous-qualities that we like having associated with our products."

Dial will hold sweepstakes for seats and backstage passes to Wynonna's concerts; offer $5 ticket discounts with two proofs-of-purchase of any of more than 30 Dial products; support pre-concert advertising; and host VIP parties as part of its promotional package.

This is the second concert tour Dial has sponsored. Last summer, the company tied in with a 22-city tour of the Beach Boys.

The concert sponsorships are part of a new marketing strategy that Dial instituted several years ago. Most of the efforts focus on activities in Phoenix and include a three-year, $3 million title sponsorship of the Phoenix Open professional golf tournament; stadium sponsorships of the Phoenix Suns basketball team and Phoenix Cardinals football team; and support of the IBM OS/2 Fiesta Bowl.

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