 The event was part of a larger "PULL strategy" program, which included marketing to increase brand recognition among Asians.A Marlboro booth provided samples and attempted to attract consumers by displaying a McLaren MP4/4 show car (Marlboro sponsored McLaren's F1 team at the time) at the 1988 Nisei Week festival.In 1982, businesswoman Frances Hashimoto became the first woman to chair the Nisei Week festival.