Experiential mobile marketing uses customized mobile tours to directly engage with customers and build brand loyalty. MRA is an expert in mobile experiential marketing, providing end-to-end services including custom vehicle design and build, staffing, tour logistics management, and marketing support. Their nationwide service network works to ensure tours are well-maintained to reliably share brand messages with millions of impressions on the road.

2. Experiential Mobile Marketing
Experiential mobile marketing is the foundation of a powerful tool for connecting
companies and their clients. A one-to-one marketing and sales opportunity that
delivers a first-hand experience and interaction with the product and brand,
touching all the senses. Experiential mobile marketing delivers unique environ-
ments that allow brands to engage visitors, generate excitement, build long-term
relationships and loyalty, and ultimately drive consumer action. MRA’s custom-
ized turnkey approach to program development and implementation ensure that
every client will surpass their objectives.
Experiential Tours
& Equipment
www.gomra.com
29001 HARPER AVE.
ST.CLAIR SHORES, MI 48081
800.676.3520
586.445.1516

3. About MRA
MRA, Inc. is a leader in mobile experiential marketing, specializing in the custom
design, build, vehicle sales and leasing, tour equipment and logistics manage‐
ment services for the experiential marketing and exhibiting needs of many For‐
tune 1000 firms. Mobile tours have been our core business since 1989.
We deliver turnkey services for institutions, museums, foundations and corpora‐
tions directly or in association with leading agencies and exhibit builders world‐
wide from our headquarters outside Detroit, MI.
We differentiate ourselves from other tour and mobile marketing companies with
our logistics management services. From our staff Driver Teams, full‐time DOT
Compliance Specialist, and a comprehensive nationwide service and mainte‐
nance program that keeps our clients’ tours on the road to our 24/7 client portal
for event reporting, we truly are a one‐stop‐shop for all aspects of B2B, B2C,
Culture & Education, Events & Celebration, and Command & Disaster Response
Center mobile exhibiting. Clients include: Smithsonian, Ford, Abraham Lincoln
Presidential Library & Museum, Tavis Smiley’s America I AM Tour, American
Legacy, NIKE, Motorola, Smithfield Foods, Boeing, Mazda, Hard Rock Café,
GlaxoSmithKline, Quaker State, Mattel, Macy’s and many more.

5. The MRA Philosophy
We build experiences that engage customers and involve clients. It is our mission
to provide every client with a program that will:
Facilitate a safe, secure, controlled dialogue with visitors
Provide impactful outreach opportunities among target visitors
Involve visitors in a memorable way that allows them to better connect with
the message
Generate millions of consumer impressions with the “billboard effect”
Corporate and Environmental Responsibility
MRA is the first mobile experiential marketing company to use biodiesel fuel on
our tours. Through the use of biodiesel, we are lessening the environmental
impact of our vehicles while supporting American farmers and decreasing
dependency on foreign oil. Additionally, through regular recycling, green
manufacturing practices, and waste reduction programs, we are serving our
clients and the environment.

8. Tour Staffing
All MRA vehicle operators and tour staff are employees of MRA, not contract
workers. This staffing model ensures that we provide our clients with the finest and
best‐qualified Driver Attendant Teams in the industry.
Prior to launching a new tour, MRA Tour Managers select the talented team
members who best fit the client’s staffing requirements. Each employee’s special‐
ized job skills, prior work experience, education and personal interests are taken
into consideration.
Our Driver Teams:
♦ Are professional Class A CDL drivers with stellar driving records
♦ Are individual drivers as well as husband‐and‐wife teams, which provide cost
savings
♦ Are cross‐trained as tour support personnel and Brand Ambassadors
♦ Are responsible for exhibit set‐up, tear‐down, driver logs, and vehicle
maintenance
Our Tour Support Teams:
♦ Are trained on the client’s brand message for meaningful interaction with
visitors and the media
♦ Are trusted with managing field finances and inventory
♦ Are responsible for all tour paperwork and writing post‐event Summary Reports
♦ Provide on‐site quality control inspections and site negotiations
♦ Have specialized skills, such as culinary training, modeling, and foreign
languages

9. In‐House Tour Management & Logistics Services
Our experience logistics team members are essential to the day‐to‐day supervision
and success of a tour. The Logistics Department is responsible for tour coordination,
logistics management, staffing, route planning, client relations, and client reporting.
Our teams work autonomously and in concert with our clients.
Tour Managers:
♦ Are specifically assigned to every tour to oversee the staff and exhibit and main‐
tain communications with the client. The Tour Manager is available 24/7 via cell
phone in case of emergency
♦ Are responsible for booking travel and hotel arrangements
♦ Includes a full‐time, in‐house Department of Transportation (DOT) Compliance
Specialist who ensure that MRA drivers, vehicles and schedules meet or exceed
government requirements
www.MyMobileTour.com:
♦ Is a proprietary MRA internet‐based reporting system, providing our clients with
password‐protected access to tour information 24 hours a day. Critical tour data
includes:
• Tour contact information
• Vehicle locations
• Pre‐event forms
• Event photos
• Tour breaking news and announcements
• Schedules
• Event Summary Reports

14. Turnkey Operational Lease Agreements
Turnkey operational leasing provides for management of the entire project from
start to finish and brings all aspects of a tour into one budget number. For the cli‐
ent, this allows for ease of implementation and simple budgeting with no sur‐
prises.
A typical turnkey lease includes:
♦ The vehicle with handicap accessibility; entryways with stairs; full insulation;
HVAC; finished interior (excluding display elements); exterior graphics; and
electrical service.
♦ Designated staffing up to 6 days per week, 10 hours per day, 50 hours per
week. Includes per diem living expenses, salary, benefits, hotel accommoda‐
tions, and local transportation.
♦ In‐house tour management team, including DOT monitoring and tour report‐
ing via MRA’s proprietary “mymobiletour.com” client portal.
♦ Color coordinated, modified, power unit (semi tractor) mounted with a gen‐
erator and equipped with a cellular phone. Back‐up rental units if necessary.
♦ Fuel and fuel tax for tractor and generator.
♦ All basic transportation related permits, registration, and tolls (excluding
event site fees).
♦ All vehicle maintenance, full exterior washing, and parking/storage fees be‐
tween shows.
♦ Property taxes and liability and collision insurance on the tractor and trailer,
including contents.

15. Nationwide Tour Service and Maintenance Program
MRA maintains a comprehensive and customized Service Agreement with Penske
Truck Leasing to accommodate MRA’s unique requirements and specialized equip‐
ment. Using a single primary service provider establishes accountability, reduces
costs and increases uptime; our Service Agreement covers all tractors, trailers and
generators.
This tailored program positions MRA to be the safest, best‐maintained experiential
mobile marketing operation on the road, enabling us to provide world‐class service
to our clients. It keeps their message on the road, instead of on the side of the road.
Service Agreement Deliverables Include:
♦ 850 Penske Service Locations across the U.S. and Canada
♦ 1,500 partner truck stops for fuel
♦ A network of 22,000 service vendors
♦ 24/7/365 emergency road service with an 800‐number staffed by trained mainte‐
nance technicians
This program offers aggressive preventative maintenance (PM) scheduled every 3
months. DOT requires full inspectional annually, but our program includes quarterly
inspections. Oil & engine coolant is analyzed at every PM (early problem diagnosis =
extended engine life). And computer diagnostics capability is available for all engine
systems (rapid diagnosis = quick repairs).
The entire vehicle maintenance history is available to every Penske Technician na‐
tionwide through their computer system. And the status of all roadside service calls
are available on‐line, continuously updated, and emailed and text‐messaged to key
MRA personnel for improved communications from start to finish.

16. Media Impressions
Experiential mobile marketing trailers with striking graphics get noticed during
over‐the‐road travel and are a visual spectacle when set‐up on site. The following
statistics are compiled by Interstate Media, Inc.
A tractor‐trailer receives:
♦ 10 million visual impressions annually
♦ 1 million average consumer impressions per month
♦ 14 million visual impressions when operated at night with optional reflective
graphics
Trailer Viewer Demographics
♦ 80.6% of trailer graphic viewers are between the ages of 25‐34
♦ 76% of viewers are married
♦ 88.6% have 1‐3 children
♦ 91.3% graduated from high school, have some college or are college graduates
♦ 97% of viewers recall seeing products advertised with trailer graphics
♦ 96% of viewers indicated that trailer ads create more impact than billboards
♦ 73% of viewers recall seeing an advertisement on more than one side of the
trailer
♦ 98% of viewers feel that the ad on the trailer created a positive image for the
advertiser
♦ 59.6% notice trailer ads in the afternoon or early morning
♦ 61.7% of viewers have 2‐3 people in the vehicle when noticing trailer graphics
♦ 82% of viewers notice trailer ads when the truck is on the road

17.
MRA, Inc. Marketing & PR Services
Our team provides turnkey marketing and public relations services to
support all of your tour needs, including collaborating with you or your
agency to:
Create an integrated marketing plan with tactics that seamlessly connect
your tour with your advertising messaging campaigns and target audiences
Maintain a tour microsite, keeping content fresh with tour highlights
Design and produce marketing print collateral
Draft a Sponsor Sell‐In Deck, to help you secure sponsor partners
Develop your PR strategy
Write and distribute Press Releases and Media Alerts
Coordinate interviews with the media
Track your media hits
Produce a tour highlights video and capture photographs to share
internally (i.e., employee Intranet and business meetings) and externally
(i.e., post to company website)
Generate a post‐event Tour Summary Report, capturing key qualitative
and quantitative tour metrics

18. Client Testimonials
“The Abraham Lincoln Presidential Library and Museum celebrated
the 200th birthday of Abraham Lincoln by creating a state‐of‐the‐art
traveling mobile exhibit with Mobility Resource Associates, Inc.
entitled A. Lincoln Self‐Made in America. This exhibit gave our
organization the opportunity to reach a national audience and to
promote the institution as the center for all things Lincoln. The staff
at MRA displayed professionalism working in collaboration with our
historians and museum exhibit staff to create the traveling exhibit;
and our designated driving team of Loyd and Lynn Bunch went the
extra mile taking a real interest in the Lincoln story and representing
the museum appropriately at every stop on the tour.”
— Jennifer D. Tirey, Deputy Director, Abraham Lincoln Presidential
Library & Museum
“The mobile museum is breathtaking, and to you and your very
talented staff, my heartfelt congratulations for bringing to fruition
such a smashing new addition to the frontier of non‐traditional
museum exhibitions. You brought a level of leadership and expertise
to the project that’s nearly impossible to rival and for which we’re all
very, very grateful.”
— Anna Cohn, Director, Smithsonian Institution Traveling Exhibition
Service
“By every measure, the trailer was a tremendous success for our
program. It was a universal hit with every visitor, whether they were
from our U.S. Navy customer, our suppliers or the public.”
— Egan Greenstein, The Boeing Company