By Alesandra Dubin Posted June 3, 2010, 12:26 PM EDT
LAS VEGAS Last summer, sunglasses brand Carrera launched an urban retreat-style marketing approach it called the Carrera Escape. The event series, which offered products and services like morning yoga sessions and manicures, hosted parties and performances that were a big hit with guests. So this year, the brand is taking the concept on the road and executing versions in cities like Austin, Miami, New York, Los Angeles, and Chicago during the summer. The tour's most consumer-focused stop came to Tao Beach in Las Vegas on May 22 and 23, hosted by Wilmer Valderrama.
“In response to a much-needed summer getaway in New York City during the height of the recession, we worked with our event agency, BMF, to create a luxurious getaway. The event was billed as a series, taking place monthly within the 2,500-square-foot Cooper Square Hotel penthouse. It was an immediate hit and was attended by high-profile actors, models, and fashion designers,“ said Eden Wexler, PR director for Safilo U.S.A., which manufactures Carrera. “After seeing the overwhelming response by guests and the media, it only made sense to expand the concept to different cities and reach more influencers around the country.”
Mindful of the particular environment in each city, Carrera will modify each stop on the tour. Many of the stops, like the first one, in Austin at South by Southwest, are geared more toward media and V.I.P. guests, with heavier gifting of products and more services. In Las Vegas, the consumer was the target guest, with 1,750 attending over the weekend.
Lancaster sunscreen and Café Bustelo products were on hand throughout the weekend to protect guests from the sun and keep their energy up, and DJ Toma spun for the crowd. Celebrity guests included Olympic speed skater Apolo Anton Ohno, Lost’s Rebecca Mader, and Carson Kressley, all of whom wore Carrera sunglasses.
“The Carrera Escape series provides a cool vibe that gives tastemakers an unconventional and unique way to interact with the Carrera sunglass brand while continuing to stay true to its core identity and values,” Wexler said. “This is what the brand is all about.”