Event Marketer

Lincoln is giving prospects the chance to test-drive four new vehicles—and get tips for creating gourmet meals—with a 10-market tour.
 
The Savor the Dream tour is hitting fairs festivals and public spaces with a 100-foot-by-100-foot footprint. In addition to taking test drives guests can check out a culinary pavilion where celebrity and local chefs prepare gourmet meals and offer cooking tips. “We wanted to provide them with something they can’t necessarily go out and see on their own ” Thomais Zaremba Lincoln’s truck and SUV communications manager told Buzz.
 

General Motors was pleased enough with Cadillac’s year-old sponsorship of the Phipps   Plaza shopping mall in Atlanta that it renewed that deal and added a new one—this time aligning Cadillac Hummer and Saab with the Town Center at Boca Raton.
 

In lieu of the standard author’s book tour Scholastic is taking a themed environment on the road to celebrate the release of the latest installment of the popular Captain Underpants children’s book series. The tour hits bookstores schools libraries and book fairs through the end of October.
 

Crown Royal is expanding a program it instituted last year to renovate and refurbish barbershops in black communities across the country. The company has refurbished 11 barbershops since the effort kicked off in early 2005; it plans to work on 12 more through June ’07. The company expanded the program based on feedback from consumers and the barbershop owners Giovanni Sgro Crown Royal’s multicultural brand manager told Buzz.
 

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.