At the start of the reality TV craze, contestants were lining up around the block for a chance at money and infamy alike. With dozens of new shows hitting the airwaves, celebrity wannabes still show up for their chance at the big time, but the quality of star-hopefuls doesn't always match the quantity. So to combat the draining talent pool, CBS' Star Search hired San Diego, CA-based Formula PR to hype its "Star Search Express," a mobile audition bus that is traveling the country for two months. "They realized they needed to do something different - beyond what everyone else is doing to get talent," explained Formula PR head Michael Olguin.
"We were brought on to drive that charge." Formula has been pitching the story of the bus to local media along the route, in states from North Carolina to Ohio. With about 15 advance media hits in each market, the bus has attracted about 500 potential contestants at each stop. As far as CBS is concerned, those are stellar results.