Buick, in partnership with Food & Wine and Travel + Leisure magazines, is launching a “cultural discovery” tour that engages consumers through premium lifestyle events.
The 10-city tour will introduce Buick to a group of select consumers, through test drives of the new 2011 Buick Regal sport sedan. Attendees will have the chance to learn culinary secrets from two of the top chefs in the United States, Bravo-TV Top Chef Masters Season Two winner Marcus Samuelsson and Food & Wine’s 2008 Best New Chef Michael Psilakis.
“This rich discovery tour combines everyday luxury that our customers have come to expect through food, wine, travel and the all-new Buick Regal,” said Craig Bierley, director, Buick GMC Advertising and Sales Promotion. “Through this unique opportunity, we are inviting consumers to discover the Regal as a performance sedan worthy of their consideration.”
The tour kicks off on Saturday, Sept. 18 in Chicago and concludes on Dec. 5 in Los Angeles. The event offers participants an opportunity to test-drive the Regal, enjoy products crafted by local artisans, discover an insider’s look into traveling in the United States and taste custom cocktails paired with gourmet cuisine.
“We’re thrilled to partner with Buick on this exciting introduction of their new luxury vehicle. The program, which gathers the country’s freshest culinary talent, is going to be a big hit with young, affluent pacesetters in important markets,” said Cara David, senior vice president of Corporate Marketing and Integrated Media at American Express Publishing.
Samuelsson and Psilakis will alternately appear on the tour, sharing some of their culinary secrets through cooking demonstrations and food samplings. Attendees will also receive a signed copy of either Samuelsson’s “New American Table” or Psilakis’ “How to Roast a Lamb” cookbooks.
Other elements of the tour include a lesson in mixology with Michael Green, wine & spirits consultant and owner of Liquid Assets Consulting Group, expert travel advice from contributing editor for Travel + Leisure Stirling Kelso at the Chicago stop and Jane and Michael Stern of Roadfood.com for the duration of the tour.
Buick has also partnered with FEEDING AMERICA, the nation’s largest hunger relief organization, and will be making contributions to local food banks in an effort to help end hunger in America.
Tour Stops
The cultural discovery tour is scheduled to stop in the following cities between September and December:
- Chicago: September 18-19
- Alexandria, Va.: September 25-26
- Cincinnati: October 2-3
- Greenwich, Conn.: October 16-17
- Atlanta: October 23-24
- Orlando: October 30-31
- Dallas: November 6-7
- Houston: November 13-14
- Los Angeles: November 20-21 and December 4-5
The 2011 Buick Regal is available at Buick dealers now. Based on the award-winning Opel Insignia – the 2009 “European Car of the Year” – the Regal is equipped with a 2.4L Ecotec direct-injected engine that delivers an estimated 182 horsepower and 30 miles per gallon on the highway.
