As previously reported, Dr Pepper's new 2004 heartland marketing program is sponsoring 11 air shows in Texas, Oklahoma, Arkansas and Louisiana beginning April 24-25 in Shreveport, La., and ending Nov. 6-7 in San Antonio, Texas.

Dr Pepper will be the major soft drink sponsor of all 11 air shows and title sponsor of various components of each air show. Financial terms of the agreement between Dr Pepper and the Leesburg, Va., based International Council of Air Shows (ICAS) were not disclosed.

The Dr Pepper barn storming effort includes pouring rights, advertising in show programs and community newspapers, posters, public address system announcements, hospitality access, radio broadcasts and other benefits, such as product sampling.

Television commercials are part of the package in three markets: El Paso, Texas, and Lafayette and Shreveport, La. Participating retail stores in the area of the air shows will support the program with point-of-sale materials and in-store promotions, including an opportunity for consumers to win a chance to ride along with a performer in a pre-show flight and enjoy front row seating at the show.

"Sponsoring air shows in areas with a high level of loyalty to Dr Pepper makes a lot of sense and it's a perfect fit for the brand," stated Rob Colarossi, Dr Pepper vice president-customer marketing. "Once we did the research and found out who attends air shows in this region, our decision was easy. This is a program that connects Dr Pepper with many consumers who already enjoy the brand, while enabling us to reach potential new consumers through sampling efforts and other programs. It's a winning match-up for retailers, bottlers, the air shows and our consumers.

"This is the first time Dr Pepper is sponsoring a series of air shows. We picked Dr Pepper's heartland because it's a natural for this type of activity," explained Colarossi. "If this goes as well as we believe it will, we may expand the program in the future. It's hard to find somebody who doesn't like some aspect of an air show, as well as the history and heritage of flight, and the tradition of a refreshing Dr Pepper at events like these."

Deb Mitchell, vice president-sponsorships for ICAS agreed. "Air shows date back nearly a century, to a time shortly after the Wright brothers' successful flight at Kitty Hawk, N.C., in December 1904. Ever since, aerobatics, formation flight, simulated combat, demonstrations, skydivers and other related activities at air shows have thrilled many generations of Americans and millions of people annually," Mitchell explained.

"There's something about the thrill of flight that gets into your veins and compels people to come back again and again. Like air shows, Dr Pepper is an American icon. We're delighted to have Dr Pepper on our flight line."

The International Council of Air Shows (ICAS) is a 36-year-old trade association representing the worldwide interests of air show organizers, performers and support organizations. ICAS operates a number of marketing, sponsorship, safety and public awareness programs to help keep the air show business profitable, safe and accessible to corporate marketers and air show spectators around the world. Frisco, Texas-based sponsorship agency ADC Group brokered the agreement between Dr Pepper and ICAS.

* Also known as Draughon-Miller Central Texas Regional Airport

FMI: www.dpsu.com, www.airshows.org