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.
2004 Dr Pepper Air Show Schedule
|
April 24-25 |
Barksdale AFB, Shreveport, Louisiana |
May 1-2 |
Temple Airport, Temple, Texas* |
May 15 |
Dallas/Fort Worth, Carswell NAS JRB |
June 5-6 |
Little Rock AFB, Little Rock, Arkansas |
June 18-20 |
Will Rogers Airport, Oklahoma City
|
June 19-20 |
Fayetteville Regional Airport, Arkansas
|
October 2-3 |
Midland Airport, Midland, Texas
|
October 16-17 |
Ellington Field, Houston, Texas |
October 23-24 |
El Paso Airport, El Paso, Texas |
October 30-31 |
Lafayette Regional Airport, Louisiana |
November 6-7 |
Lackland AFB, San Antonio, Texas |
* Also known as Draughon-Miller Central Texas Regional
Airport