Author archive for Rachel Boucher
How Foundry Cigars Lit Up The Trade Show Floor
Repurposing trade show exhibit elements year to year by popular definition means salvaging existing building materials and rebranding them to reflect a new theme. At the International Premium Cigar & Pipe Retailers trade show in Las Vegas in July, cigar brand Foundry took repurposing to a whole new level—by blowing up its prior year’s exhibit....
Microsoft’s Garage Platform Promotes Innovation
Bill Gates. Walt Disney. Steve Jobs. They all created world-famous innovations in a garage. So with a nod to its humble backyard beginnings as the jumping off point, Microsoft used The Garage as inspiration for an activation at The Times Center during Advertising Week, Sept. 29-Oct. 3. The theme highlighted what’s inspiring the brand’s own...
Heineken Sparks Party Upgrades On Social Media
Heineken set out to give holiday hosts in New York City this month the chance to upgrade their parties with #SparkMyParty, a “delivery service” for of-age consumers. The social media-based campaign kicked off on Dec. 4 and invited Heineken fans to tweet to the brand handle @Heineken_US using the #SparkMyParty hashtag. Over the following two days, 12 winners...
Cadillac Mixes Test Drives With Architecture
Cadillac in November wrapped a five-city program that gave luxury vehicle owners the chance to see architecturally renowned buildings and private residences in the newly redesigned 2015 Escalade. “Driven By Design,” hosted in partnership with Architectural Digest, engaged conquest consumer-guests (meaning, non-Cadillac drivers) with test drives. The program took place in Chicago in July, New York...