Cargo Magazine, the buyer’s guide for men, is making its pages come alive via a nine-city tour. A one-of-a-kind Cargo-styled 28-foot Airstream led by a Lincoln Mark LT is rolling out to sporting events and festivals to give male consumers a taste of the magazine’s lifestyle.
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| Consumers get one-on-one attention via the Cargo Caravan tour |
The
Cargo Caravan targets males 25 to 45 and is designed to boost awareness of the magazine, which launched 18 months ago, said Dana DeVito, special projects director for
Cargo Magazine.
The tour features three lifestyle tents filled with interactive displays. In the “Gets Groomed” tent, L’Oreal men’s line specialists will offer free hand massages, while Redkin For Men experts will offer demonstrations and consultations with professional hair stylists. In “Gets Going,” attendees can sample Hershey’s Take 5 bars and Pepsi One and try out Sony digital cameras. The “Gets Gear” tent features some of the latest technological toys, including the Sony walkman that plays MP3s and PlayStation games.
The eight-week tour, which kicked off in Denver, makes stops in Chicago, Los Angeles, Seattle, Madison, WI, Newport, RI and Charlotte. The tour concludes at Petit Le Mans in Atlanta on Oct. 1.
“We wanted to give people a chance to see, touch and sample
Cargo and our sponsors,” DeVito said. “We want them to see the magazine pages come to life.”
Tour sponsors including Aquafresh, Beck’s Giorgio Armani fragrances, Hershey’s Take 5, Lincoln Mark LT, L’Oreal Men’s Expert Line, Pepsi One Redken for Men and Sony. Select sponsors will distribute about 2,000 product samples in each market.
“The best way to show our target audience [
Cargo] is to put it in their hands,” said Matthew Glass, CEO of New York City-based Grand Central Marketing, the agency handling the tour.
Tour attendees can enter a sweepstakes for a chance to win an ultimate tailgating party package, which consists of a Coleman 54 quart steel belted cooler, a Sony sports CD boombox, Crate & Barrel barbeque plates, a Weber flame outdoor gas fireplace, a Weber gas grill, stainless steel tools and a Weber rolling cart. The grand-prize is valued at more than $1,200. The sweepstakes runs through Oct. 1.
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