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Midori Tours the Country Looking for an It Girl
By Patricia Odell
PROMO Xtra, Apr 8 2004
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Midori has begun a search for the hippest, trend-setting girl in America: the It Girl.
A mobile tour launched last week in Miami and will visit bars and nightclubs in eight major markets before ending in an online consumer promotion to find the 2004 It Girl. The additional markets include Boston, Philadelphia, Pittsburgh, Detroit, Chicago, San Francisco and Los Angeles.
On board the mobile unit a make-up artist transforms young women—of legal drinking age—into It Girls. A photo studio takes their pictures to be uploaded to www.Midori-It-Girl.com. Consumers will vote to choose the winner for each market. The eight finalists will face off in an online run off where one will be chosen the 2004 It Girl. The winner receives an all-expense paid trip to New York City for a photo shoot with a professional photographer and a visit to top modeling agencies. She will also appear as the "official face" of the Midori Web site.
The Web site invites girls over 21 to enter. Those under 21 are shooed away by copy that says only classical music and knitting circles are going on behind the scenes.
The tour remains in each market for about three weeks. Three to four events will be held each week at on-premise locations. Samples of Midori lip gloss will be distributed to contestant participants and Midori cocktails will be served. Print ads support.
The tour ends in September and is designed to drive trial and heighten awareness of the melon liqueur with the distinctive vibrant green color among its core target, women ages 21 to 29 and gay men. The drink launched in the U.S. in 1978. Allied Domecq Spirits is the parent of Midori.
Publicis handles the promotion.
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