DALLAS As part of its 2004 heartland marketing program, Dr Pepper will sponsor 11 air shows in Texas, Oklahoma, Arkansas and Louisiana, the client said.
The Plano, Texas-based company will be the soft drink and title sponsor of the air shows. The schedule begins in Shreveport, La., on April 24, and concludes in San Antonio on Nov. 7.
Host airfields include Shreveport's Barksdale Air Force Base, Will Rogers Airport in Oklahoma City, Fayetteville Regional Airport in Arkansas and San Antonio's Lackland Air Force Base.
Other sponsorship components include advertising in show programs and community newspapers, posters, public address system announcements, hospitality access, radio broadcasts and product sampling.
In addition to TV spots breaking in El Paso, Texas, and Lafayette and Shreveport, La., local retailers will support the air shows with point-of-sale materials and in-store promotions.
Financial terms between Dr Pepper/Seven Up and the Leesburg, Va.-based International Council of Air Shows were not disclosed.