The Evolution of ICC/The Passion Group

1978 - Intercollegiate Communications was created and launched as a marketing-services firm specializing in the publishing and print field.

1983 - Following our client’s needs, a Special Events Division was created with the first-ever College Tour and mega-Spring Break events on behalf of Chrysler Corporation

1985-1988 - Through our company’s unique strategic alliance with MADD, SADD, and the BACCHUS & GAMMA organizations, we developed and executed the Dodge National Collegiate Driving Championships, an on-campus road rally utilizing drunk driving simulators

1989 - launched Chrysler Plymouth Laser at Spring Break

1993-1999 - ICC spearheaded a partnership with Chrysler Corporation and the BACCHUS & GAMMA Peer Education Group and created the largest event in the history of collegiate marketing, the “Jeep-Eagle Collegiate Health & Fitness Tour”.

1994 - ICC and Chrysler blended the launch of the Neon into the existing Health & Fitness Tour to showcase the Neon on college campuses.

1996-2004 - ICC aids in producing the entertainment aspect of Camp Jeep, including the closing ceremonies’ spectacular fire works, concerts, athletic activities, extreme sport adventure village and the Ride & Drives.  Camp Jeep’s objective is to bring together Jeep owners from around the country to learn more about the capabilities of their Jeep vehicles and to experience numerous Jeep lifestyle activities.

1998-2001 - ICC helped design and implement Jeep 101, a national tour and owner loyalty program that included off-road test drives and sales training certification programs.

1998 - ICC produced a string of successful college tours including the Cosmopolitan Fun Fearless Female College Tour, the Marie Claire College Tour and the two-year Mademoiselle Magazine’s Life-O-Matic College Tour, emphasizing important women’s issues and fashion over 75 campuses nationwide.

1999-2001 - With the success of it’s first year in implementing Jeep 101, the Jeep brand decided to incorporate an on-road portion called Jeep Paved where consumers could drive Jeep vehicles on an on-road environment.

2000-2001 - Jeep 101’s success led to the addition of the Chrysler Proving Grounds Tour that mirrored (and was in conjunction with) Jeep 101.  ICC was also contacted by US Government military branch and was recruited to assist in the creation of the US Army Tour and ROTC Tour whereby the US Army could generate leads and recruit candidates.

2001 - ICC repositioned the Milky Way Dark product as Milky Way Midnight to target a youthful, underground crowd via motorcycle Midnight Riders, billboard teaser ads, music on the internet as well as an extensive multi-city sampling program.

2002-2003 - Dodge joined Chrysler, Jeep and ICC to embark on Route 2002, An American Road Trip, which gave consumers an exciting new way to experience the on-road and off-road capabilities of the entire line of Jeep, Chrysler and Dodge vehicles.

2002 - ICC and DaimlerChrysler conceptualized the DaimlerChrysler Road Scholar Tour, a series of two-day events visiting approximately 40 campuses nationwide and featuring the Chrysler, Dodge and Jeep brands through lifestyle activities as well as Ride & Drive courses.

2003-2004 - ICC and Chrysler brand launched the Art of Driving, an upscale lifestyle tour featuring ride ‘n’ drives and lifestyle activities.  ICC also supplied brand ambassadors for several different Chrysler sponsored events such as the Monterey Historics and the Amelia island Concourse d’Elegance.

2004 - The Passion Group was created and is now the umbrella company for ICC and all events produced by the company.  TPG implemented the Jeep 101 Military Tour, following the same concepts as the successful Jeep 101 tours but targeting 12 military installations.

2005 - TPG and Chrysler teamed up once again to launch Block Party, an owner loyalty event encompassing the city of Cleveland’s Waterfront including the Rock ‘n’ Roll Hall of Fame and the Great Lakes Science Center.  TPG hit the road to produce Chrysler’s Inspired Drives Tour, based on the new ad campaign, “Inspiration Comes Standard”.  Through the fall college semester, TPG and Close-up produced the Tailgate Party college tour as well as the Glam-Recruits tour with Glamour magazine.

2005-2006 - In the summer of ’05, TPG developed and implemented the Scion Slam military installation tour featuring a 3-on-3 basketball tournament and ride ‘n’ drive course.  It was such a success, Scion decided to hit the road again in ’06.

2006 - AVIS and TPG united to market the Grand Opening of the first-ever Brooklyn branch in what was known as the “Both Sides of the Bridge” campaign.