The Cargo Caravan Grand Central Marketing began working
with Condé Nast on the introduction of Cargo, the lifestyle magazine
for men, doing promotions and events around New York's international
fashion shows. A year into the magazine's successful launch, GCM
developed the Cargo Caravan, a touring celebration of the magazine's
editorial content and its advertisers' products and services. Designed
to increase consumer awareness and bring the magazine's pages to life,
the Cargo Caravan toured the United States, bringing Cargo to men at
music, sports, food, travel and racing events.
The tour
centered around a specially designed and customized 28-foot Airstream™
that provided a VIP center at events in ten markets between July and
October, 2005. Making stops at events like the Arlington Million,
Ironman Wisconsin, and the Newport International Boat Show, the Caravan
featured three lifestyle tents, each with different activities and
displays. Visitors received gift bags, special offers and product
samples as they practiced their putting, played video games, and
competed in foosball and basketball. The "Gets Going" tent
allowed consumers to sample Hershey's Take 5 bars and Pepsi One, while
testing Sony digital cameras and printers. In the "Gets Groomed" tent,
L'Oreal specialists provided complimentary hand massages, while Redken
For Men experts offered demonstrations and consultations with
professional hair stylists. The "Gets Gear" tent featured some of the
latest technological toys, including Sony MP3 players and PlayStation
games. At each event, GCM trained product specialists for each sponsor
area and models for Giorgio Armani sampling. More than 50,000 consumers saw the Cargo Caravan, and sponsors gave out 25,000 product samples over the course of the tour. GCM
developed, produced, staffed and managed the Cargo Caravan for Condé
Nast and sponsors 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. |
