People Tours Wal-Mart for Fall

People Magazine brings Hollywood to Wal-Mart with a 20-market tour kicking off this month.

The People Live Tour runs Aug. 5-Nov. 14, with two-day stops at 25 Wal-Mart Supercenters. Shoppers get a red-carpet experience via booths hosted by tour sponsors Banquet (ConAgra Foods), Caress and Suave (Unilever), Celine Dion Parfums (Coty), and Kodak.

Presenting sponsor Maybelline—now in its third year with the tour—gives visitors a celebrity-inspired makeover before they walk down the red carpet to pose for a keepsake photo. A V.I.P. tent showcases Hollywood memorabilia, including Julia Roberts' dress from Pretty Woman.

Viral marketing hypes the tour in-store a few days before each stop. Pierce Promotions & Event Management, Portland, ME, handles the tour for New York City-based People.