Fox’s Ambush Makeover Embarks on an RV Tour
To promote the national launch next week of its daytime series, Ambush Makeover, Twentieth Television has refashioned an RV into a VIP-style beauty salon.
The 33-foot rig is complete with three makeover stations, a lounge area fitted with eggshell-colored leather lounge and TV monitors broadcasting the show. The mobile salon is the centerpiece of an aggressive national marketing campaign entitled Ready or Not, it’s a Whole New You that will span television, radio, online, outdoor, print and retail to heighten awareness of Ambush Makeover—debuting Sept. 13—among consumers.
The tour began last month in Boston and will continue to cross the nation before concluding in New York City in November. The tour features a fully wrapped and customized Ambush Makeover-branded RV that is outfitted to look like a hip, New York City salon. The entourage also features a wrapped SUV that will travel nearly 10,000 miles to 31 major markets across the U.S.
The tour will make scheduled stops in markets of client stations launching the program, including all cities featuring a Fox owned-and-operated broadcast station, to promote the series at high traffic venues, including malls, state fairs, beaches and targeted sporting events.
At each stop, the tour’s stylists and staff will provide makeovers and style tips for attendees and hold contests in conjunction with local promotional partners—Paul Mitchell, Regis Salons and Odwalla. Local radio stations in each market are holding contests whereby grand-prize winners will win makeovers on the tour’s customized RV.
On a national level, consumers can enter at www.ambushmakeovertour.com throughout the month for a chance to win the Ultimate Ambush Makeover sweepstakes, track the tour and learn more about the program. The grand-prize winner will win a vacation to Miami, where he or she will be given an extensive makeover.
New York-based Hadley Media handles.
