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Agrimarketing : September 2008
leukemia rode in the blimp. “For a small moment in time, he is going to forget about all the negativity. It takes a great company such as Syngenta to do something like this for children.” In addition to the collaboration with Believe In Tomorrow, Syngenta put forth an extraordinary effort to reach out to new and existing cus- tomers by hosting nine events in key cotton-producing areas. Each event was tailored to meet the needs of the local sales force. The widely varied activities included casino games in Lubbock, TS, a speech about the Farm Bill in Tifton, GA., and heart-thumping basketball action at the NCAAtournament in Raleigh, NC. In total, more than 500 current and potential Syngenta cus- tomers attended an event. Growers who attended an event were given the opportunity to see the blimp in flight and were rewarded with the chance to win a blimp ride. By the end of the tour, 88 current and potential Syngenta cus- tomers and family members rode in the blimp. TAKING IT TO THE MASSES Along the path, spectators had access to a Web site where they could track the blimp, view photos and learn about AVICTAComplete Cotton and Believe In Tomorrow. Additionally, viewers could watch humorous “Blimp Chaser” Webisodes on the blimp Web site or YouTube. In cotton-growing communities, residents saw advertising in their local newspapers and on the Web. The public also was invited to partic- ipate in radio contests where they could win a ride in the blimp. In addition, 57 news releases were distributed in targeted areas to announce the arrival of the blimp, The AVICTA Complete Cotton blimp is one of less than 20 blimps in the world. More people are qualified to land a space shuttle than are qualified to land a blimp! resulting in more than 100 print and online news articles, TV segments and radio spots being devoted to the blimp in both trade and general media outlets, as well as blogs, online forums and YouTube. These media clips resulted in more than 13 million impressions across 11 Cotton Belt states. The tour wrapped up its activi- ties at Syngenta Headquarters in Greensboro, NC, with an event on the front lawn allowing employees to share in the tour’s success. While the blimp flew overhead, attendees learned about Believe In Tomorrow from founder Brian Morrison, the impact Believe in Tomorrow can have on a family from Terri Jones, whose son had the chance to ride in the AVICTAComplete Cotton blimp, as well as other details about the campaign. Jodie McClement, Senior Communications Manager for Syngenta Seed Care, reflects on the success of the campaign. “Throughout the blimp tour, Syngenta was given a rare opportunity to touch our cus- tomers and other members of cotton- growing communities personally. is now available online! To view, go towww.AgriMarketingDigital.com. To receive an e-mail alert when each issue is available, e-mail your request to be added to the list to: info@AgriMarketing.com. September 2008 ¦ AgriMarketing 19 Additionally, it was a true joy to part- ner with Believe In Tomorrow. All involved feel blessed to see the joy on the faces of the children who rode in the blimp. While it is a once-in-a-life- time chance to ride in a blimp, it is truly an enormous privilege to be able to assist in enriching the lives of these special children and their families.” By the end of the three-month blimp tour, the impact of the cam- paign was tremendous. The blimp flew across 11 states and traveled almost 4,000 miles. More than 100 Believe In Tomorrow family mem- bers, customers and media represen- tatives experienced a once-in-a-life- time blimp ride and more than 500 Syngenta customers and potential customers attended a blimp event. The thousands of people who saw the blimp throughout the South, will not soon forget the “biggest thing to happen to cotton” and the impact it made on their area. The blimp made a huge impression in numerous towns and got people talking about AVICTAComplete Cotton in new and innovative ways — staying true to the brand. AM
CAMA 2008 Canada