Taking Offline, Online Marketing on the Road

Lori Raimondo, VP of marketing for New York City’s Times Square Alliance, will make a cross-country road trip to promote a cause.

This weekend, I ran into Lori in a San Francisco restaurant a day or two before she was about to begin the Key to the Cure Road Trip, an initiative sponsored by Saks Fifth Avenue to fight women’s cancers. She’ll be driving in style, too, traveling in a white Mercedes-Benz.

In a blog, Lori will chronicle her trip and write inspirational profiles of the cancer survivors she meets. The journey includes in-person visits in 10 cities, such as Chicago and Atlanta, where Saks Fifth Avenue has stores.

After her mother died of breast cancer two years ago, Lori took a similar trip — traveling from her parents’ home in San Diego to New York City — to raise money for breast cancer awareness.

In the Key to the Cure, Saks Fifth Avenue will donate a percentage of sales from a weekend to local and national women’s cancer centers. Plus, Karl Lagerfeld designed a shirt with the campaign’s logo, as seen in this image.