Global Experience Specialists (GES) created a major promotional tour for Disney/Pixar’s 2006 animated film Cars, coordinating fun activities and staffing the event. The cross-country tour generated awareness about the film that contributed to a huge opening weekend. The tour happened again in 2011 for the release of Cars 2.

1. Case Study | Cars Road Trip Tour
Cars Road Trip Tour: Driving
Attendance at the Box Office
Nationwide
Overview
Global Experience Specialists (GES) created a major promotional
tour for Disney/Pixar’s 2006 animated film Cars, coordinating fun
activities and staffing the event. The cross-country tour generated
awareness about the film that contributed to a huge opening
weekend.
ges.com | 800.424.6224
©2011 Global Experience Specialists, Inc. (GES)

2. Case Study | Cars Road Trip Tour
Objectives
• Promote and increase awareness of Cars.
• Create a large-scale tour that will give families a great day out
and create lasting impressions of the film.
• Use the common theme of Cars to give tour sponsor State Farm
Insurance a chance to educate attendees on the benefits of its
auto insurance.
Solutions
• Cars characters, Lightning McQueen, Sally and Mater were
produced for the tour by famed movie car creator and
customizer, Eddie Paul of Customs by Eddie Paul.
• Tour sponsor Mack Trucks supplied the big rig used on the tour.
• Photo opportunities and giveaways were offered at every stop.
• The Cars tour was also on display on the red carpet at the
movie’s premiere event, which also included a concert and
demo race.
Results
• The Cars tour made 69 domestic stops in 30 states at venues
ranging from NASCAR events and theme parks to shopping malls
and museums.
• The tour was so successful that in 2008 it began again in Europe,
traveling to eight countries at stops such as motor shows and
Toys“R”Us stores.
• The tour garnered massive film and brand awareness for
Disney/Pixar, generating more than 125 million total
impressions. Testimonial
“A great tangible way for consumers to touch and
feel our films.”
– David Sieden,
Director National Promotions, Disney
ges.com | 800.424.6224
©2011 Global Experience Specialists, Inc. (GES)