Promo Spotlight: 'Allure' Tour keeps on truckin' to campuses, malls, concerts

By Published on .

Effort: Allure on Tour

Marketer: Allure

Agency: NMG, New York

Twist: Many truck-based marketing tours, not dependent on air travel, continued in mid-September, including Allure's. Allure on Tour will make 32 stops at campuses, concerts, malls and Ford Motor Co. dealerships before it concludes Oct. 9.

Vital statistics: The tour will extend the magazine's identity by contacting 10,000 affluent young women 15-24 years old, giving them free makeovers, samples of beauty products and fashion and fitness tips. Goody bags containing product samples and coupons from sponsors including Bain de Soleil sun-care products; Chupa Chups lollipops; Gillette Co.'s Soft & Dri anti-perspirant; Dove soap and birth control literature from Pharmacia & Upjohn's Depo-Provera will be handed out.

Other sponsors include Clairol Herbal Essences, Sally Hanson, Ralph Lauren Corp., Helene Curtis' Salon Selectives and Revlon, among others.

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