Table 1

Philip Morris' 1988 Asian American and Pacific Islander promotional activities 64

EventTobacco samplingAge (years)Cost of promotion eventProjected attendance
AA, all ages
Philippine Independence Day (New York)YesAA$800010000
Philippine Independence Day (Southern California)Yes21+$700010000
Festival of Santa CruzanYesAA$50005000
Gary Valencia Concert TourYes18+$1950024000
Chinese New Year festival and Celebration (New York)NegotiableAA$700025000
Korean Festival (New York)YesAA$800015000
Asian American Food FestivalYes18+$1000010000
Union of Vietnamese Students Association TET New Year FestivalYes18+$1100030000
Little Tokyo 2nd Annual Bicycle CriteriumNegotiable18+$50007000
Little Tokyo Samurai 5K RaceNegotiable18+$50007000
Hawaiian FestivalYesAA$1000040000
Sammy Hui Concert TourYes18+$1700019000
Korean festival (Los Angeles)YesAA$1000050000
Mayor's Asian Pacific American Heritage Festival Pop Music SeriesNegotiable18+$150008000
Operation California Aid to Asian Concert Benefit at The Hollywood BowlNegotiable18+$2000017500
Los Angeles Chinatown Firecracker 10 K RunNegotiable21+$50006000
Philip Morris Young Asian/Pacific Adult ProgramYes18+$5500050000
Southern California Chinese Grocers AssociationYes30+$10000n/a
Southern California Korean Grocers and Liquor Retailer's AssociationYes30+$10000n/a
All Nippon Golf Tournament/Nisei Week FestivalYes30+$150001000
Japan ExpoYes25+$1500015000
TET New Year Festival, San HoseYesAA$1000045000
Taste of AsiaYes21+$700010000
Cherry Blossom FestivalNegotiableAA$1000050000
Nihomachi Street FestivalNegotiable18+$800020000
San Francisco Chinese New Year ParadeNegotiableAA$20000300000
Pista Sa Nayon CelebrationYesAA$1000020000
All Asia AM Golf SeriesYes30+$150002000
Asian American Jazz FestivalNegotiable21+$2000010000
Chinatown YMCA 8K RaceNegotiable21+$25003000