Green Goes on Tour:  A Look at the 2009 National Clean Air Green Tour

The 2009 National Clean Air Green Tour has recently come to an end. The mobile marketing initiative that visited more than 60 cities across the U.S. to educate consumers on the latest advances in sustainability gave visitors hands-on experience with some of today’s top brands that support environmental awareness (think Bayer Advanced, Scott Naturals, Michelin and Lowe’s). As he prepares for the 2010 season (and his upcoming wedding), founder Jim Paar spoke with Good And Green® E-ssentials editor, Patti Minglin about the success of the 2009 season, why the strategy works and what we can look forward to seeing in 2010.

Patti Minglin: Can you give us an overview of what the Clean Air Green Tour is and why it was formed? 

Jim Paar: I actually founded and owned a unique company prior to this called Portable Media. We did some unique advertising via portable restrooms at large events such as the Taste of Chicago and had a contract with the PGA Champions Tour. I had four patents on the technology which were called utility patents. A company out of Canada decided they wanted the technology and started to compete with my company. Although they had millions and we only had a small start up investment, it ultimately ended up going to attorneys. After battling that company for about a year, one night I moved everything out of my offices and within two weeks developed a company called Full Motion Marketing with the idea of doing good for the environment.

At the time, there were very few (if any) green marketing companies and lots of companies who were “going green” were having difficulty understanding how to market their green message to consumers. We had all the answers via many channels, but one that really was original and one of kind was the Clean Air Green Tour. We launched the Clean Air Green Tour in June of 2007 with numerous companies such as Ethanol, Balanced Energy and Bosch Home Appliances. The first year was a challenge because consumers didn't even know what it was to be green. Also we did 120 cities, 44 states, and over 50,000 miles. It was a very long year and we learned a lot from that. Now we do 4 months and 60 cities with the same impact and have become kind of a household name. People see us on TV and come out because they are so excited that we are visiting their city.

Minglin: You have quite an impressive list of sponsors this year—what criteria did you use to seek out these sponsorships?  

Paar: We really don't have criteria. If the company isn't green yet, we assist them in making the right decisions throughout their corporate environment to do things greener, do better by our environment and protect natural resources. We have sponsor packages, but also as a marketing company, we will go into a major corporation and assist them in making the correct green message.

Minglin: This isn’t just about marketing—it is truly about helping others make a difference. Why does this work so well for brands, consumers and ultimately, our planet?

Paar: The sponsors get many opportunities to be in front of the media and we hand out samples and market their products directly to consumers. The consumers get educated on how to make simple decisions in their lives that can benefit the earth and--most of all—their pocket book. Many of these green decisions help save money, and right now with the economy, that is a big deal. It is very easy to save $50 or more a month by going to our website at www.cleanairgreentour.com and reading some of the green tips and using them. We tell people to take baby steps and do one a week or even a month and build up to be greener.

Minglin: Now that the 2009 season has come to an end, are you already planning for 2010?  Anything new for us to look forward to in 2010?

Paar: 2009 was extremely successful and many of our sponsors this year have already renewed for next year. 2010 will be an epic year with a new bus and new displays that will give consumers a full interactive experience. We have so many requests for different events throughout the U.S. and will be doing our best to make all those stops. Also there is a possibility that the latter half of the 2010 Clean Air Green Tour will take to the air to make a bigger impact with a fully-wrapped Clean Air Green Tour aircraft that will do fly-ins at different airport events. The displays will be simple and light, but the impact will be huge. Also we will be teaming up with a company in Germany to do something unique that never done before on the famous Route 66. We can't disclose the information yet but it definitely will make national news.

Minglin: Wow—how exciting. I can’t wait to hear more details about the 2010 tour. Congratulations on your success and good luck with all the last minute wedding plans!