NBC Universal is putting Bravo’s Top Chef on the road for a three-month promotional tour.
“Top Chef: The Tour” is scheduled to hit 20 cities, kicking off June 21 on Long Island. The tour will feature a customized, 18-wheel truck that will give Bravo fans and cable affiliates an opportunity to experience Top Chef live in their hometowns.
At each one- or two-day tour stop, a Top Chef contestant will host four live interactive shows, three for fans and another for a cable affiliate partner. The shows will include food tasting, cooking tips and demonstrations. The chef will perform in a state-of-the-art kitchen on the 48-foot tour truck, which can hold 38 guests and accommodate 300 people in an open-air setting.
Cable operators will have the opportunity to partner with the tour and receive: one cooking demonstration reserved for affiliates/select local advertiser; taggable spots touting the tour; logo placement inside the truck; promo spots on plasma screens inside the vehicle; an on-site sampling area for the operator’s products/services; inclusion in local marketing tactics; and meet/greets with Top Chef contestants.
“We're excited to provide our cable affiliates and food enthusiasts with an interactive gourmet cooking experience from cable's number one food show,” said Brian Hunt, senior vice president, marketing and sales strategy, TV networks Distribution, NBC Universal, in a statement. “This tour is a unique promotional opportunity designed to bring the hit series to life for fans throughout the country.”
After its Long Island launch, the tour moves to Boston on July 1, before rolling through the nation. It’s scheduled for Atlanta on Sept. 27, followed by a yet-undetermined concluding stop, back in the New York area.