Kia Motors America plans a concert tour and reality TV show, with pop rock band Sugar Ray to support the launch of the 2004 Kia Spectra.
The core of the program is a six-episode reality TV series tentatively titled On the Road, which will be filmed during Sugar Ray’s upcoming 18-market U.S. concert tour. The series, which will involve the band members and a major record label, will appear on Spike TV June-July. The show will track eight young hopefuls as they compete for the opportunity to land a job with a major record label. An online micro site, www.sugarrayshow.com, will promote the new series.
As part of the competition, the contestants will provide hands-on support for the band during the Sugar Ray Make Every Mile Count tour, which kicks off today in New York and continues nationwide through early summer. To showcase the vehicle’s introduction, Kia Spectras will be prominently displayed at each concert venue.
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