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Fandango lands AstraZeneca marketing campaign
First of its kind mobile tour to reach out to Hispanic, African American communities.
BALTIMORE, MD—August 23, 2005—Fandango Special Events, the region's fastest growing events management company, has been hired by pharmaceutical leader AstraZeneca to produce a national mobile marketing tour to raise awareness of pediatric asthma and its daily management.
The bilingual tour, believed to be the first of its kind, will reach out specifically to Hispanic and African American communities, who have twice the prevalence of asthma than the general public and low awareness of resources for controlling it.
Part of a national campaign to promote the website, www.everydaykidz.com, the interactive tour features a one-of-a-kind, specially outfitted bus that will stop in 5 eastern and southwestern cities with the goal of reaching millions people throughout the year. Upcoming stops include ethnic festivals such as Harlem Week in New York City and Hispanic Heritage Festival in Miami well as medical facilities and conferences such as the National Medical Association.
Highlights of the tour include free screenings, children's activities, access to www.everydaykidz.com, and information and resources for parents, professionals, and children.
While the mobile marketing tour is a first for Fandango, it is a natural outgrowth of the Baltimore-based company's burgeoning experiential marketing practice, which has already provided special events management for national brands Reebok, Nextel, and AOL.
"Experiential marketing allows you to bring people face-to-face with services and resources so that they can gain insights and information," notes Fandango's Director of Sales Lloyd Balman. "We see the AstraZeneca campaign as an innovative way to educate the public about the high prevalence of pediatric asthma in this country."
Founded by Dawn and Erin Cermak in 1989, Fandango has grown from a small prop development business to a 120-employee full service event management company with a national reputation for producing innovative signature events for the country's leading brands.