'Off-road' turn-on

Fitzgerald, Kate
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, p44
Trade Publication
This article deals with the second annual Xterra America Tour, an off-road competition offering from Nissan. This competition does not involve sport utility-vehicles bounding across rugged terrain, instead participants rely on their own strength in finishing extreme contests. The tour will start in April 2000 and will include 10 two-day festivals organized around trail running, mountain biking and open-water swimming, culminating in the Xterra World Championship on October 22 in Hawaii. A growing number of sponsors are becoming interested in off-road contests that they began distributing samples and sell related apparel and gear to participants. According to Tom Kiely, president of marketing agency Team Unlimited that created the Xterra America Tour, off-road events is a great environment for advertisers due to its popularity and ad campaigns that feature extreme outdoor lifestyle..


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