Two of today's biggest rock bands are hitting the road this summer on the 2001 Civic Tour, American Honda Motor Co., Inc's. latest venture into the music arena.
The Civic Tour, which officially kicks off this spring, will feature both blink-182 and Everclear, two of the most popular bands with young adults, on two separate nationwide tours. The bands have each custom-designed a 2001 Civic Coupe which will tour the country with them and be on display at all concert venues.
The customized Civics will be given away to fans through an online sweepstakes at the official Civic Tour Web site located at www.civictour.com. The site also includes commentary from the artists, information about the tour and a chance to win a trip to a Civic Tour concert. There will also be drawing later this month in which one lucky fan will be given the opportunity to meet the band of their choice.
To support the online promotion of the tour, a Civic Tour greeting card, e-mail blasts and banner advertising have been created by rpinteractive (Rubin Postaer Interactive), the Interactive unit of Rubin Postaer and Associates, American Honda Motor Co., Inc's. advertising agency. This Web-based campaign is targeted at the Generation Y market.
In addition to the interactive program components, marketingfactoryinc., the lead marketing partner for the Civic Tour, will implement local radio promotions in each tour market, giving fans the chance to win tickets to the local shows or trips to Civic Tour venues around the country, along with other creative promotions. The Civic Tour marketing campaign will also include live events, targeted national college programs, and extensive national and local publicity efforts.