Boston Market this week launches a multimedia promotion for its Boston Market Feast takeout meals targeting cellular telephone users in Chicago and Detroit. A cellular user calling *800 is automatically connected to a Boston Market operator, who routes the order to the store nearest to the caller; cellular airtime is free to callers. Cellular Linking, a Chicago-based national airtime-free service, helped coordinate the promotion. Local TV, radio and print ads backing the effort were created in-house.
Ocean Pacific Apparel Corp. renewed its sponsorship of a four-man team for the 1996 Bud Light Pro Beach Volleyball League season. The surfwear marketer joins other team sponsors including Paul Mitchell Professional Salon Products, Sony Autosound and Outdoor Products. The season began May 25 and runs through Sept. 1, making 13 tour stops with 12 events televised on ESPN and ESPN-2.
National Park Foundation hired the John Taylor Group, Seattle, to help develop corporate sponsorships centering on the nation's national parks. The agency will help the foundation bring corporate sponsors into programs and activities inside the parks.
Cadbury Beverages' A&W soft-drink brand links with Marvel Comics Group's Spider-Man for a promotion running this month through August. The retailer-specific program centers on in-store displays touting A&W float events at the store, where purchases of a Spider-Man Float go toward a local charity. More than $2 million in local TV media supports the effort, which is being coordinated by ClarionPromotion, a division of Clarion Marketing & Communications, Greenwich, Conn.
Nike renewed its exclusive premium sponsorship of the International Association of Fitness Professionals, which represents 23,000 personal trainers, fitness directors, instructors, facility owners and related industry members in 82 countries. Nike will participate in the organization's broadened efforts to bring corporate partners directly into its activities.
Citibank Credit Services signed on as a sponsor along with electronic games developer EA Sports backing this fall's College Football USA Campus Cup Challenge, visiting 40 Division 1A colleges this September and October. The tournament culminates in a national championship among the top eight college teams Jan. 2 in New Orleans. Collegiate Advantage, Boston, coordinates.