B-to-C Events
Palm Springs Stages the Ultimate Ice Breaker
To promote the launch of JetBlue’s new direct flights from New York to Palm Springs, the Greater Palm Springs Convention & Visitors Bureau invited New Yorkers to “break out of the chill” of winter. Two ice molds with prizes frozen into them were dropped in Manhattan, one in Flatiron Plaza and one in Washington Square...
Inside Hearst Men’s Group’s Trade Shows Activations
The Detroit Auto Show may have always been a key stop for editors at Hearst Men’s Group publications Esquire, Popular Mechanics, Car and Driver and Road & Track. But for this year’s show Jan. 11-24, instead of simply covering it, the publisher for the first time activated at it, staking its claim as an authority...
U.S. Cellular Returns to Winterfest with a Music Chalet
U.S. Cellular returned as presenting sponsor of Oregon Winterfest this month with a slow-motion video activation and a tented music chalet that brought attendees in out of the cold and warmed them up to the wireless carrier brand. U.S. Cellular’s partnership with Winterfest, which is in its eighth year, and other local festivals such as...
Q&A: Reebok Discusses its Return to Fitness
In the 1980s, Reebok was a fitness-focused company at the forefront of the women’s aerobics and step training movements. By the late’90s and early 2000’s, the brand had aligned itself with sports, forging partnerships with big-name athletes and top-level properties, including the NFL and NBA. But around 2011, Reebok began retracing it steps in an...