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Sweet on a cure: Tourco helps promote Marshall Field's Pink Frango Mints Pink can be powerful. Identified with breast cancer awareness, pink is the color of hope for a cure. And when Marshall Field's got on board to help support the cause by launching a limited edition of Pink Frango Mints, parent company May Department Stores called on Minneapolis' Tourco tour company. "At first, we were only asked to provide transportation to special events for company executives," said David Ebertowski, founder and president of Tourco. "But during a planning meeting, the company's advertising agency asked if the coach could have signage to help promote the event." Tourco had just taken delivery of three brand-new white J4500 coaches; it used one coach, decaled with a Pink Frango flower graphic, for the promotion. The coach took company executives to Minneapolis on October 19 and to Marshall Field's Chicago State Street store October 20, where it attracted a lot of attention among the media and with the public. "When people saw our coach they asked about the promotion, and we're getting calls specifically asking for that 'pink bus,'" said Ebertowski, who has decided to keep the wrap on a while longer. "It's been enlightening to learn first-hand the successful impact of a wrapped coach as a traveling billboard." Portions of the Pink Frango proceeds will go directly to the Breast Cancer Research Foundation. Mints can be ordered online at Fields.com. Marshall Field's has been making the famous mints since 1918. Ebertowski, who has more than 26 years serving the tour industry, founded Tourco in 1991. The company, which offers more than 150 tours throughout the U.S. and Canada, has a fleet of 15 coaches and operates its own maintenance shop. The company's three new J4500 coaches feature front-mounted cameras that allow passengers to view the road and scenery from interior flat-screen TV monitors; a coordinated interior; and a CAT engine and ZF AS Tronic powertrain combination. Says Ebertowski, "Our drivers feel the difference with this powertrain combination, and we're liking the fuel economy, too." The FYI from MCI editorial staff values your feedback. Please e-mail any suggestions, comments, or ideas for future articles to fyi@mcicoach.com. |
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