Author archive for Rachel Boucher
LEGO’s Tour Strategy Targets New Fans
LEGO hit the road this summer to reinvigorate its successful Ninjago franchise and promote the related Airjitzu game with an immersive and challenge-driven activation. Launched in early July, the Ninjago tour has traveled to seven large events, including the California and Iowa state fairs, as well as a variety of smaller, high-traffic family events ranging...
US Open Pop-Up Spotlights Food and Sponsors
The United States Tennis Association (USTA) on Aug. 12 activated its first-ever US Open Pop-Up Restaurant in New York City’s Grand Central Terminal to highlight its food offerings and promote the two-week tennis tournament, set for Aug. 31 to Sept. 13. Located in Vanderbilt Hall, the pop-up offered free lunch on a first-come, first-served basis,...
Gamified: Inside the Air Force Performance Lab
To attract tech-minded millennial youth and young adults, the Air Force Recruiting Service has launched its latest experiential asset—the Air Force Performance Lab, which it is calling its most personalized mobile tour yet. Designed to highlight career opportunities, the Lab has activated eight times since its launch on May 18. And after visiting air shows,...
KLM Royal Dutch Airlines Immerses New Yorkers in The Netherlands
To promote itself as the best option to fly from New York to Amsterdam (and beyond), KLM Royal Dutch Airlines hosted a three-day pop-up at Openhouse Gallery in the SoHo neighborhood of Manhattan. From June 25-27 the airliner set out to put its personal and cultural stamp on the air travel experience, targeting consumers and...