Cause Marketing Product Development:
Tour for the Cure®
A partnership between the Dearborn County CVTB and the Vera Bradley Foundation for Breast Cancer℠, Tour for the Cure® is a unique initiative developed by MediaLink. Available to both leisure and group travelers, this program combines a travel incentive with cause marketing, encouraging visitors to “Have Fun & Give Hope” raising money for breast cancer research through the Foundation as a result of their travel experiences in Dearborn County.
MediaLink created Tour for the Cure® Midweek Packages for leisure travelers in 2006 and introduced Group Tour Itineraries in 2007. Providing creative direction and copywriting for the launch of TourForTheCure.info in 2007, MediaLink continues to oversee functionality and content freshening. MediaLink designed special wellness-inspired Tour for the Cure® Luncheons for small and large groups, working with area executive chefs to develop signature menus initiated in August 2008.
MediaLink consulted with the Dearborn County CVTB and area attractions to launch successful Tour for the Cure® signature events. Perfectly Pink Tubing for Tour for the Cure®, an annual event sponsored by Dearborn County attraction Perfect North Slopes, debuted in February 2009 and Tour for the Cure® Scenic Road Rally, sponsored by the Tourism Bureau and Scenic Road Rallies LLC, debuted in October 2009. A new event, Tour for the Cure® Golf Day, has been added for 2010, and community businesses and organizations continue to find value in partnering with the Visitors Bureau to support their Tour for the Cure® Program.
Tourism partners in the existing casino-driven economy have embraced the positive message and impact of this cause marketing initiative and collectively support this sustainable tourism product.
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