L.L.Bean Summer 2016 tour gets enthusiasts ‘Ready for Adventure’


August 3, 2016 – Generations of outdoor enthusiasts have made L.L.Bean their one-stop destination for all of the gear and accessories they need for outdoor adventures. Now, on a nine-state summer tour, the company is reconnecting with old fans and engaging new customers with the message that L.L.Bean is always “Ready For Adventure.”

The 11-week program began in late June and will reach a total of 13 events by the time it makes its final stop at New Hampshire’s Hampton Beach Seafood Festival in early September. Among the featured attractions is L.L.Bean’s well-known Bootmobile. In addition to offering a range of fun activities, the tour showcases a wide range of new merchandise and clothing for summer and back-to-school.

The tour is planned and managed by Newbridge LIVE!, the experiential marketing division of Newbridge Marketing Group. Newbridge recently managed L.L.Bean’s successful new spring tour, and later in 2016 year, the firm will direct L.L.Bean’s popular Wintervention college tour for the fourth year.

Highlights of the summer tour include the Maine Lobster Festival, the Ford Arts, Beats & Eats festival in Royal Oak, Michigan, and the Minnesota State Fair.

Guests at each tour stop can take part in sweepstakes and games, and snap 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 enter 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, carabiners, water bottles and lip balm.

“The Summer 2016 tour emphasizes that whether it’s for paddleboarding, kayaking or hiking—or even the adventure of a new school year—L.L.Bean supplies everything you need to be ready for anything,” said Sarah Vadaj, Newbridge’s experiential marketing manager.

The tour’s upcoming events are:

  • August 5–7: Maine Lobster Festival, Rockland, Maine
  • August 12–14: L.L.Bean retail grand opening, Cranston, Rhode Island
  • August 19–21: L.L.Bean retail grand opening, Partridge Creek, Clinton Township, Michigan
  • August 25–28: Minnesota State Fair, St. Paul, Minnesota
  • September 2–5: Ford Arts, Beats & Eats, Royal Oak, Michigan
  • September 9–11: Hampton Beach Seafood Festival, Hampton, New Hampshire

The retail grand openings in Cranston and Clinton Township will be the eighth and ninth stores L.L.Bean has opened in partnership with Newbridge LIVE! There, consumers will be introduced to some of the many possibilities that L.L.Bean’s Outdoor Discovery Schools bring to life, from learning to slackline or shoot a bow and arrow to understanding how to cast a fly line and tie a variety of knots.

Beyond the activities, sweepstakes and giveaways, the tour showcases L.L.Bean’s guiding principles—a 100 percent satisfaction guarantee, free shipping and commitments to the environment and the community. Its earlier stops were the Lehigh River Sojourn Concert in Bethlehem, Pennsylvania; Wawa Welcome America! in Philadelphia; the EQT Flashes of Freedom Celebrate America event in Pittsburgh; Sailfest in New London, Connecticut; Outside the Box in Boston; Ohio’s Columbus Jazz & Rib Fest; and the Balloon Classic and Jackson-Belden Music Fest & Fireworks in North Canton, Ohio.

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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