Getting a T-Rex Onto A Truck Isn't All That Easy (But It Sure Is Fun)

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The Borden Agency helps celebrate the DVD release of "Night At The Museum" by bringing the "T-Rex Trek" across America.

but my team is handling the task flawlessly.

Your eyes aren't deceiving you - that really is a T-Rex driving down the highway. And yes, he really is chasing a bone.

This eye-popping spectacle is the brainchild of Twentieth Century Fox and Fox Home Entertainment as they celebrate the DVD and Blu-ray disc release of Night at the Museum. And responsible for bringing REXY (the movie's lovable T-rex) around the country is The Borden Agency, one of the nation's leading event and mobile marketing agencies.

"Figuring out how to mount a 20-foot long dinosaur to a flatbed trailer and then planning the extensive cross-country, 11-city drive has been an exciting challenge," remarked The Borden Agency CEO Larry Borden, "but my team is handling the task flawlessly."

REXY will embark on a whirlwind eight-day journey that will take him from New York to Los Angeles, just in time to celebrate Fox Home Entertainment's April 24th DVD and Blu-ray Disc release of Night at the Museum. After departing New York with a gala sendoff, REXY will make scheduled stops in Philadelphia, Washington D.C., Detroit, Chicago, St. Louis, Kansas City, Denver, Las Vegas, San Francisco and Los Angeles. And while traveling to these stops, he'll be forever chasing his beloved bone, which is carried by a yellow HUMMER H2. All in all, the two-ton, 13 foot tall and 21 foot long REXY will travel over 7,000 miles on his trek across the country.

REXY is certain to have plenty of company during this fun-filled journey. According to Borden, "a film crew, PR staff, tour manager, team drivers, lighting technician and maintenance personnel will live on a branded tour bus for the duration of the tour."

In addition to the main national tour, The Borden Agency is also spearheading a second tour that features another dinosaur in a custom built glass truck. This second tour will be stopping at Walmart stores nationwide.

"Planning for both tours has been a continuous effort since February," said Borden. "Every minute of every day for each tour has to be accounted for, from driving and refueling to the events themselves. Also, local media outlets will broadcast live in each market. We've left no stone unturned, and we will even have local traffic helicopters involved."

Fans can follow REXY's trek via Yahoo! Maps, and it will be featured on Yahoo! Movies with event footage from the daily stops and exclusives from the upcoming DVD, allowing Night At The Museum fans around the world a glimpse into life on the road with REXY.

About The Borden Agency

The Borden Agency, headquartered in Philadelphia, PA is the only Event and Mobile Marketing agency that's also a consultancy. Through a disciplined four step approach: Learn It, Plan It, Do It and Evolve It, The Borden Agency provides expertise in mobile marketing strategy, concept development, budget creation, brand integration, custom vehicle procurement, event selection and routing, D.O.T. laws, safety, contract negotiations, staffing, daily management, and, most importantly, achieving solid measurable results. Partial client list includes Avon Products, Dunkin Donuts, GE, Charming Shoppes, Graco Baby Products, Sunny Delight, Warnaco, Twentieth Century Fox, Mountain Dew, DeBeers and others. Additional information about The Borden Agency may be accessed at the company's website, http://www.thebordenagency.com.

A LARGER THAN LIFE TOUR:

The Night At The Museum Rexy Tour will make stops at the following locations, creating a Rexy frenzy in celebration of the upcoming DVD launch.

New York, NY - American Museum of Natural History / Broadway - April 17th
Philadelphia, PA - Academy of Natural Sciences - April 18th
Washington D.C. - Robert Brent Elementary Museum Magnet School - April 18th
Detroit, MI - The Henry Ford Museum - April 19th
Chicago, IL - The Field Museum - April 19th
St. Louis, MO - Missouri History Museum - April 20th
Kansas City, KS - Science City at Union Station - April 20
Denver, CO - Starfest Sci-Fi Convention - April 21st
Las Vegas, NV - Las Vegas Natural History Museum / Las Vegas Strip - April 22nd
San Francisco, CA - April 23rd
Los Angeles, CA - Natural History Museum of Los Angeles County - April 24th

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Larry Borden
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