L.L.Bean’s iconic Bootmobile hits the road again for eight-state spring tour


May 19, 2016L.L.Bean has always been a brand for all seasons. Now, on the heels of successful winter and summer tours, the company is hitting a mix of popular festivals, concerts and outdoor sporting events for its first spring tour.

The eight-week program, which began in late April and continues through mid-June, is bringing L.L.Bean’s well-known Bootmobile to events in Colorado, Illinois, Maine, Massachusetts, Minnesota, New York, Vermont and Virginia. In addition to offering a range of fun activities, the tour will give consumers a chance to touch and feel an expansive collection of L.L.Bean products, including summer outdoor wear and activewear geared toward paddleboarding, trail running and hiking.

The tour is headed to events like Dominion Riverrock and the GoPro Mountain Games, and it will be a featured attraction at the grand openings of four L.L.Bean retail locations, including one in Virginia Beach, Virginia.

The tour is planned and managed by Newbridge LIVE!, the experiential marketing division of Newbridge Marketing Group. In the coming months, Newbridge will also manage L.L. Bean’s Summer Tour for the second straight year, and the brand’s popular Wintervention college tour for the fourth year.

“The Spring Tour was designed to complement the entire L.L.Bean experience by inspiring fans to explore the great outdoors, highlight the full range of L.L.Bean products and tell the brand’s unique story,” said Sarah Vadaj, Newbridge’s experiential marketing manager.

At each event, guests are participating in sweepstakes and games, and posing for photos for sharing on social media. Consumers at every stop can enter to win a $100 gift card by posting pictures to Twitter or Instagram with the hashtag #bootmobilecontest, and they can also submit entries for a chance to win a $300 gift card to L.L.Bean. Plus, brand ambassadors are distributing L.L.Bean coupons and free outdoor goodies including key chains, carabineers, water bottles and lip balm.

The tour’s upcoming events are:

  • May 20–22: Dominion Riverrock, Richmond, Virginia
  • May 22: North Shore Tour de Cure, Topsfield, Massachusetts
  • May 27–29: Vermont City Marathon & Relay, Burlington, Vermont
  • May 28–29: Salomon Trail Running Festival, New Gloucester, Maine
  • June 4–5: Paddlesports Weekend, Freeport, Maine
  • June 5: Grand Old Days, St. Paul, Minnesota
  • June 9–12: GoPro Mountain Games, Vail, Colorado
  • June 9–12: L.L.Bean retail grand opening, Lynnhaven, Virginia Beach, Virginia
  • June 18–19: Custer Fair, Evanston, Illinois

Beyond the activities, sweepstakes and giveaways, the tour gives L.L. Bean an opportunity to showcase its guiding principles—a 100 percent satisfaction guarantee, free shipping and commitments to the environment and the community. Its earlier stops were the Shenandoah Apple Blossom Festival in Winchester, Virginia; the Albany Tulip Festival in Albany, New York; and the Rochester Lilac Festival in Rochester, New York.

About Newbridge Marketing Group

Founded in 2004, Newbridge Marketing Group comprises three divisions: Newbridge Campus, Newbridge Sports + Entertainment and Newbridge LIVE!, its experiential marketing unit. Leveraging learnings from more than 600 partnership marketing programs it has executed, NMG customizes programs to help brands and agencies more authentically engage their target consumers.

In 2015 and 2016, Newbridge LIVE! was named to Event Marketer magazine’s “It List” of the top 100 event agencies. For its collegiate work, NMG consolidates an otherwise fragmented market by leveraging platform partnerships at more than 2,000 campuses through campus bookstores, intramural athletics, student unions, cafes and student clubs. For additional information, visit www.newbridgemg.com or follow us on LinkedIn and Twitter at @newbridgemg.

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