Schwinn Bicycles has joined forces with the Boy Scouts of America by providing 1,000 bicycles for the 2005 Boy Scouts Jamboree. The Scouts will use the Schwinns for transportation throughout the 3,000-acre Jamboree site. Attendees will include 35,000 Scouts, 5,000 leaders and more than 60,000 visitors.
“Schwinn and Scouting share a legacy of American heritage, and were excited about the relationship weve forged with the Boy Scouts of America,” said Schwinn’s Director of Marketing, Mo Moorman.
The Boy Scouts of America is hosting the Scout Jamboree in Caroline County, Virginia from July 25, 2005 through August 3, 2005. The Jamboree site will become Virginia’s third largest city, complete with its own zip code, bus system, telephone infrastructure, hospital facilities, trading posts, food warehouses, post office, radio station and daily newspaper.
Schwinn recognizes the fervor and dedication of the Scouting community and values the implied endorsement of the Boy Scouts of America. Beyond branding the 100,000 attendees of the National Scout Jamboree, Schwinn will further enhance their message through a substantial advertising campaign targeting an audience of over 6.9 million through the pages of Boys Life magazine.
Craig Vander Ploeg, Boys Life magazine’s Advertising Director, is thoroughly excited about this new partnership, stating, “Between their Jamboree participation and their schedule in Boys Life, Schwinn will be exposed to an audience of over 7 million involved and extremely enthusiastic individuals. From the kids, to the teens, to their parents to the Scouting community, Schwinn has launched a marketing campaign exposing their product and message to influencers and decision maker, alike.”
