Copenhagen Western Legends Tour

Purpose
Copenhagen Western Legends mobile marketing unit is used to educate and entertain adult consumers about Copenhagen Tobacco products.

Target Audience
The display is intended for adults over 18 who are interested in learning about Copenhagen’s history, culture and products.

Content

• A "Walk of Fame" explains the "seed to shelf" process of how Copenhagen is made
• Copenhagen historical timeline and artifacts display features rodeo and western lifestyle elements/memorabilia
• A high-impact multi-dimensional four-minute video includes product integration
• Product-sampling stations introduces adults to Copenhagen
• Guests can play Texas hold 'em, shuffleboard or target practice in the virtual shooting gallery
• Visitors can also enjoy live entertainment in the VIP area

Activation
The tour attends over 35 rodeo, bull riding, motorcycle and country music venues across the country.

Results
Since TMG created the latest version of the Western Legends Tour in 2005, consumer traffic had increased 20% from year-to-year. More than 250,000 guests have now visited the display and enjoyed the Copenhagen experience.