Author archive for Sonia Andresson-Nolasco
The EM Interview: Ruud Janssen
Ruud Janssen has a background in marketing in the hospitality, meetings and events industry and is the founder and owner of The New Objective Collective, which counsels organizations on using live and digital strategies as part of their event programs. He’s a partner with The Event ROI Institute, and hosted Event ROI Week in London...
Brands Build Relationships Through Sponsorship
Major concert tour sponsorships can be powerful platforms for developing an affinity between passionate music fans and your brand. But if the tour turns out to be a one-time gig with a group of disparate co-sponsors, is it really worth the investment? Corona and Hooters are two brands that have discovered the value of building...
LGBT Marketing Finds Summer of Love
New York only passed the same-sex marriage law this July, but the LGBT community has been fraternizing on the state’s Fire Island since the 1960s. For the uninitiated, the island is divided into several sections, two of them mostly frequented by the LGBT community—the Pines primarily by gay men and Cherry Grove by lesbians. The...
McDonald’s Finds Multicultural Inspiration
When McDonald’s launched its “I Am Asian” campaign nearly eight years ago with the Asian and Pacific Islander-targeted website i-am-asian.com, the program attempted to bridge American life with Asian culture by peppering the site with history, testimonials and activities that would inspire the demographic to pursue their passions and dreams with McDonald’s support through scholarships...