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MASTERCARD TUNES IN CHICAGO'S YOUTH MARKET WITH 'MASTERCRUISER' RADIO PARTNER B96

 MASTERCARD TUNES IN CHICAGO'S YOUTH MARKET
 WITH 'MASTERCRUISER' RADIO PARTNER B96
 CHICAGO, July 2 /PRNewswire/ -- MasterCard will be hitting the road as well as the airwaves this week, when Chicago's B96 "MasterCruiser" makes its official debut July 7. The "MasterCruiser," a high-tech van equipped for remote broadcasts, is one of 20 such vehicles around the country designed to generate high visibility and brand awareness for MasterCard through a year-round series of student-oriented radio programming, promotions, and live remote broadcasts from college campuses and special events.
 Chicago's one and only "MasterCruiser" will make its official debut at a party hosted by MasterCard International in honor of its local "MasterCruiser" radio partner, B96, WBBM-FM. B96 on-air personalities and station executives will be on hand to help celebrate the arrival of the van, emblazoned with the familiar logo of the station.
 The B96 "MasterCruiser" will be at the site of several summer events throughout the Midwest, including the Thunderfest hydroplane races in Detroit, the MTV Sports Festival in Chicago, the Bud Lite Triathlon in Columbus, the Taste of Minnesota in Minneapolis and at the Riverport Ampitheatre Concert Series in St. Louis.
 WBBM-FM is one of a network of 20 flagship radio stations, selected for their high penetration of the local youth market, that have signed on as partners in the MasterCard "MasterCruiser" campaign. The program was officially launched this spring with the premier of the Star Cruisin' radio show, produced by TelePrograms Marketing, a Los-Angeles- based firm specializing in custom-syndicated, advertiser-supported radio programming and promotions.
 Star Cruisin', sponsored by MasterCard, will be the focal point in the "Master Cruiser" campaign. Hosted by Richard Blade, morning DJ at Los Angeles' KROQ-FM, the show will feature more than 300 interviews with the hottest stars in the music world, including Bryan Adams, Genesis, R.E.M. and U2. Star Cruisin' will be aired daily throughout the year on "MasterCruiser" flagship stations, reaching an estimated audience of more than 11 million young adults.
 The 20 flagship radio stations will also work with MasterCard to execute four major promotional events during 1992. These promotions, which will include participation by major local retailers and college bookstores, will offer students the opportunity to win valuable trips and merchandise corresponding to such key student-oriented activities as back-to-school preparations and holiday vacation plans.
 The radio show programming and promotional events are designed to associate the MasterCard card with activities that are important to the youth market, while the "MasterCruiser" fleet provides MasterCard with the ability to go directly to college students and young people wherever they are -- from sports events and concerts to shopping malls.
 B96 marketing promotions director Thad Gentry says "MasterCard has brought to B96 one of the most innovative young adult marketing programs we've ever seen. Both the sponsorship of the van and the year-long promotion schedule we feel will generate tremendous results for both MasterCard and B96."
 -0- 7/2/92
 /CONTACT: Marianne Fulgenzi or Shyloa Myers of MasterCard International, 212-649-5443, or Linda Stainer or Kerry Kronfeld of the Rowland Co., 212-527-8800, for MasterCard International/ CO: MasterCard International ST: Illinois IN: FIN SU:


LD-OS -- NY068 -- 6339 07/02/92 16:49 EDT
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Publication:PR Newswire
Date:Jul 2, 1992
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