B-to-C Events
Craft Beer Fans Hike the Rockies to Sample Beer
Colorado craft beer brand Upslope on Sept. 19 literally sent beer fans up a Rocky Mountain Trail as part of a strategy to release its limited edition Oktoberfest Lager. The effort also aligned with its campaign hashtag, #apreseverything, which positions the brand as an after-adventure cold beer reward. The one-day activation, called Backcountry Tap Room,...
How to Manage Crowds at a High-Profile Event
It was a once-in-a-lifetime opportunity—to coordinate guest check-in for Pope Francis’ processional through Central Park. The stakes would high, the Secret Service would be watching and there would be more than 80,000 anxious attendees to organize. Working in tandem with New York City Mayor Bill de Blasio’s administration, New York City-based startup Splash took the...
Three Trends Shaping the Evolution of Green Events
There was a time when “going green” simply meant eliminating paper waste, recycling and shutting off lights. While that is still true today, the definition has expanded greatly. Event industry leaders are taking a holistic approach to the issue, looking at sustainability in terms of the whole life cycle of an event and the trickle-down...
Columbia Brings its ‘Tested Tough’ Message to Life
Columbia Sportswear on Oct. 7 brought the company’s Pacific Northwest heritage to life at a press event on New York City’s Lower West Side that showcased its latest technical product and a Tested Tough brand platform that launched two days later in 63 markets. The campaign, at a reported $50 million, is the company’s largest...