Turtle Wax Plans Youth Marketing Initiatives Including Sweepstakes and Tour

Turtle Wax, the number one selling brand of car care products in the world, will be combining state-of-the-art technology with authentic grass roots marketing for its upcoming 2005 Turtle Wax “Get Waxed Tour”, and Turtle Wax “Get Waxed Tour" Sweepstakes. As one of its primary marketing initiatives in 2005, Turtle Wax plans to enter the youth auto culture market by way of a tour, sweepstakes and the creation of two highly modified “Get Waxed” show cars. The nation-wide tour will bring the Turtle Wax brand to select leading car culture and youth-oriented lifestyle events. The company plans to reveal details of the tour and sweepstakes next month at the SEMA show at Las Vegas.

CHICAGO — Turtle Wax, the number one selling brand of car care products in the world, will be combining state-of-the-art technology with authentic grass roots marketing for its upcoming 2005 Turtle Wax “Get Waxed Tour”, and Turtle Wax “Get Waxed Tour” Sweepstakes. The company plans to reveal details of the tour and sweepstakes next month at the SEMA show at Las Vegas.

As one of its primary marketing initiatives in 2005, Turtle Wax plans to enter the youth auto culture market by way of a tour, sweepstakes and the creation of two highly modified “Get Waxed” show cars. The nation-wide tour will bring the Turtle Wax brand to select leading car culture and youth-oriented lifestyle events.

The “Get Waxed” Web site, www.turtlewaxtour.com, will be the main focal point of the sweepstakes and the tour. Consumers will able to follow the “Get Waxed” tour stops, check out the Turtle Wax show cars, and stay updated on Turtle Wax news and products.

“We are excited to bring the Turtle Wax brand to the forefront of this market,” said Dennis Bookshester, CEO, Turtle Wax. “Today’s young automotive enthusiasts are constantly pushing the limits of vehicle modifications and we will help to showcase their efforts by offering premium, technologically-advanced car care products.”

Turtle Wax has partnered with event marketing company Reach Media Group (RMG) to manage this youth-targeted project. In lieu of larger-tiered firms, RMG has instead put together smaller, niche agencies and technology partners that have proven success in marketing to the youth. One-to-one marketing company PictureMark and youth marketing firm NXTagency will also play a role in the development and execution of the “Get Waxed Tour” and the corresponding “Get Waxed Tour Sweepstakes.

Through on-site kiosks and event staffers, Picture Marketing, will be at select shows and retailers to combine personal photos of the target audience with the Turtle Wax brand that will help to build the overall brand awareness, capture customer info, and ultimately increase sales of Turtle Wax product. NXTagency will utilize online viral marketing methods along with traditional grass roots promotions and public relations efforts to gain national exposure for the overall tour and for focused reach into each local market.

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