General Mills Woos Travelers Online
Nature Valley's travel map
General Mills brings the great outdoors online to tout its Natural Valley Granola Bars to travel aficionados.
Mills has launched Wheresyours.com, asking consumers to share their favorite nature site with photos and descriptions. General Mills will compile entries into a guide of outdoor destination reviews, and add content from three organizations that it sponsors: the National Park Foundation, Association of Volleyball Professionals, and U.S. Ski team.
Wheresyours.com is designed as a gathering point for active, outdoorsy travelers.
"The site is a good resource to learn about a new place for a favorite activity or a new activity in a beloved place," said Nature Valley Associate Marketing Manager Clare Kanter in a statement.
Visitors can rate destinations on their beauty, value, remoteness and intensity, and register for weekly or monthly e-mail notifications when a new entry matches the activities or locations they specify.
Minneapolis-based Mills kick starts entries for the two-month-old site with a "Where's Yours?" contest dangling four grand-prize trips for four to any destination posted on the site. Entrants submit a 250-word essay (with optional photo) describing their fave place; judging is based on creativity, authenticity and descriptiveness. The contest runs through September.
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