A month after Alltel Corp. spun off its landline business, merging it with Valor Communications Group Inc. and forming the new entity, Windstream Communications, the new company has launched a Green Truck Tour in a 33-market grassroots effort to introduce its services to consumers.
Windstream provides telecommunications and entertainment services primarily targeting rural America. As a result, the centerpiece of the tour, which runs through Nov. 25, is a green vintage pickup truck featured in a Windstream ad campaign created by The Concept Farm, Windstream’s New York City-based advertising agency. A GreenTruckTour.com Web site supports the tour.
Two green trucks kicked off the initiative with appearances at Twins Days in Twinsburg, OH, on Aug. 5. There the identical vehicles participated in the annual Twins Parade, which featured more than 2,500 sets of twins.
From there, concurrent tours crisscross America’s heartland visiting fairs and festivals in 15 states. Stops include Ribfest in Lincoln, NE; the Pelion Peanut Party in Pelion, SC; the Woolybear Festival in Vermillion, OH; and the 17th Annual World Chicken Festival in London, KY.
“The trucks represent the rich heritage of our past and our focus on bringing new technologies to the communities we serve,” said Ric Crane, senior VP-marketing and sales for Windstream in a statement.
At each stop, Windstream engages consumers in a variety of games and activities, including a mini-race track where they can race scaled-down 1:16 models of the green trucks, a football toss and a prize wheel where consumers can spin for a chance to win premiums such as branded frisbees, footballs, basketballs and mouse pads. Field reps take pictures of consumers alongside the green truck. The photos are then e-mailed to consumers, along with messages that refer them to Windstream.com [http://www.windstream.com] for product information.
“Having our trucks on tour really brings our ad campaign to life,” Crane said. “It’s a great way for our customers to get to know us and learn more about our products and services.”
Windstream is using the tour as a platform to spread the “Grow Places” tagline for its ad campaign. The company has committed a total of $100,000 to be divided among local 4-H clubs in each market the trucks visit. The donations will consist of either computers with complimentary Windstream broadband service, or scholarships for 4-H members to attend camps or conferences.
Windstream Corp. provides voice, broadband and entertainment services to customers in 16 states. The company has approximately 3.4 million access lines and about $3.4 billion in annual revenues.
Newspaper ads, radio spots, flyers, p.r. and pre-event retail appearances support. New York City-based Grand Central Marketing handles the tour.
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