Time4Media the lifestyle magazine subsidiary of Time Inc. is sending Field & Stream and Outdoor Life magazines to five fairs and festivals. Ten of the magazines’ advertisers each get space within a 40-by-60-foot area to connect with attendees. Travelodge Hotels for example has a casting pool where consumers can try to catch small magnetic pillows to win a prize.
The publisher is displaying magazine covers of both titles dating back to the 1920s and consumers can get their photos taken for faux magazine covers with “World’s Best Hunter” or “Angler of the Year” headlines. “The tour gives us an opportunity to connect face-to-face with our core readers and offer a deeper emotional connection with the brand ” says Chris Jette sales development manager at Time4Media.
The tour kicked off Aug. 25 at the Minnesota State Fair and wraps on Oct. 1 at the State Fair of Virginia. The company already is planning to repeat the tour next year; it is considering adding stops at retailers that carry advertisers’ products. Agency: Grand Central Marketing New York City.
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