Proprietary Events: Dick’s Sporting Goods Ramps Up Its 2007 Adventure Tour

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Year two of Dick’s Sporting Goods Outdoor Adventure Tour will include enhancements and additions spurred by feedback from customers and store managers following last year’s tour. The events which take place outside of Dick’s own stores will allow customers to purchase products in the 1 400-foot outdoor retail pavilion rather than having to haul their merchandise into the store. The campaign is scheduled to hit 27 locations up from 20 last year.
 
“Our customers love the ability to fully immerse themselves into testing these outdoor products ” Jeffrey Hennion Dick’s senior vp and cmo told Buzz. “The feedback we got all along the tour was so strong and so positive that more of our stores and more of our markets wanted us to include them on the tour this year.”
 
Other upgrades from the 2006 tour include a massive 20-foot-by-40-foot paddling pool that was made six feet wider so canoes and kayaks can turn around in it and a new 40-foot-by-10-foot bass tank. Events will be staffed with Dick’s product specialists with expertise in camping fishing shooting and water sports. The traveling experience also includes a photo station with Dick’s merchandise as part of the backdrop.
 
The tour in its second year launches Feb. 23 in Birmingham AL and runs until July 29. Agency: Mobile Media Enterprises Atlanta.
 

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