Word: daytona
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Dates: during 1980-1989
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...scene from an adman's dream. On the boardwalk that runs along Florida's Daytona Beach, suntanned young people crowd around carnival-type booths, where some 20 different manufacturers are handing out literature and free samples. Overhead, airplanes trail banners that read HAVE YOU DRIVEN A FORD LATELY? and WELCOME TO MILLER TIME. Below, a catamaran emblazoned with the Schlitz brand name cruises by, followed by a fleet of sailboards that extol SALEM SPIRIT. At one of the 380 or so hotels that line the 23 miles of beach, John Bradley, 22, a recent Cornell graduate, is conducting...
...lucky objects of all this attention are the college students who flock to Daytona in an annual spring-break migration; some 300,000 are expected to visit this year over a six-week stretch. Other Florida beach towns have pressed their bid for the youth market, most notably Fort Lauderdale, setting for a frothy, 1960s-era movie, Where the Boys Are. But Daytona's casual, pro-student atmosphere and wide, drive-on beach have made it the site of both Expo America MusicFest and College Expo, events that combine the hard sell of a trade show with the good...
...junior from Northwestern University, of the promotional games and events laid on for the students. "Whether I will buy the products, I don't know, but when I see the stuff in the store I'll remember I was jumping up and down for it in Daytona...
...Daytona's success in selling its visitors to corporate advertisers has not been without its drawbacks. With more and more companies giving away their products, some of the students are getting a little spoiled. "I was giving out shirts and one girl demanded to know if they were 100% cotton," marveled Dallas Dingle, a tour guide from Minnesota. "They're getting used to being coddled." What is more, the field has become somewhat cluttered with marketing messages. "The average student is hit by six breweries," complains Jay Lenstrom of the Miller Brewing Co. "It used to be just...
...Chrysler LeBaron convertible (see box) and the 1983 Chrysler E Class and Dodge 600, which sell for $9,000 to $12,000. By stretching the K-car, he produced the luxury Chrysler New Yorker ($12,800). In the fall of '83 will come the Dodge Daytona and Chrysler Laser, sleek sports cars also using K-car components, which are receiving raves in the automotive press. They will sell...