PROGRAM

Ford's "Focus" Californopia Tour

OVERVIEW

Ford's agency, J. Walter Thompson approached The Regan Group (TRG) to develop and execute a college tour called Ford "Focus" Californopia. This event has become a highly anticipated annual event on California College campuses. Ford's objective was to create awareness and educate their target market about the Ford brand by promoting the Focus and Escape vehicles at various California campuses. Students on each campus enjoyed an interactive experience featuring live music entertainment, outrageous games, extreme activities, awesome giveaways and FREE food.

PROGRAM SUPPORT

- College Newspapers

- Flyer Distribution On-campus

- Californopiatour.net Web Site

- Campus-wide Bulk E-mails

- Posters Distribution On-campus

- Third-party Tie-ins Such As Sierra's You Dont Know Jack, APZU's Digital Music Mixer, and Vapor Electric Scooter.

RESULTS

The 2001 "Focus" Californopia Tour, garnered over half a million impressions across 10 Southern and Northern California campuses.