| EVENT REPORT 11.20.09 3:53 PM |
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Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel
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On Wednesday, Us Weekly toasted its annual Hot Hollywood issue with a celebrity-filled event at West Hollywood's new Voyeur. After a stint in New York, the party came back to Los Angeles this year, and its latest incarnation stuck to its known formula: introducing guests to a mostly yet-unseen, buzzed-about new nightclub. This time, the dark, broody Voyeur set the stage for the program.
The mag's honorees in attendance included “Comic of the Year" Kristin Cavallari, “Comeback of the Year” Kris Allen, “Victor of the Year” Adam Lambert, and the cast of Glee, which Us named “Cast of the Year." Wenner Media's Keira Ford oversaw the event, tapping Caravents to produce it once again.
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Us Weekly, Wenner Media, Hot Hollywood, True Religion Brand Jeans, Skyy Vodka, Vaseline, Yahoo |
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| NEWS 06.15.09 2:15 PM |
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A-List Celebrities Still Fetch Top Dollar for Appearances; Brands Looking for More Integration
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Recessions affect the general public like so: The people who were already living closest to the financial edge get hit hard, while the folks with the most money to begin with are often spared indignities like pay cuts and budget restrictions. For celebrities who get paid for event appearances and tie-ins—whether or not they admit it publicly—it’s a similar story. Top-tier names still generally fetch the familiar high fees they enjoyed before the recession, but lower-level names (think reality TV stars) are being offered—and, in many cases, gladly taking—less. What’s more, marketers working to tie their brands to celebrities are moving toward deeper integration with events, beyond paying straightforward fees for simply showing up.
Economic slump or no, movie stars are commanding top dollar for their roles with corporate events. “The more buzz you bring in, the more money you can demand, but movie stars don’t really host events. I mean, when have you seen Angelina or Brad host an event?” said Ben Russo of EMC PR. For big names like those, Russo said, “If someone won’t pay because of the recession, someone else will."
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Us Weekly, LG, Ubisoft |
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| EVENT REPORT 06.10.09 10:00 AM |
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Us Weekly's Hot Bodies Event Offers Sponsors' Wares to Poolside Consumers
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FROM LAS VEGAS
Poolside on the Las Vegas strip is not where you want to be if you're not feeling so great about your body. But the location draws enough people who are eager to show off theirs that Us Weekly selected the city as the spot for its Hot Bodies consumer event on May 30. "Vegas was appropriate given that it's a celeb hotspot," said the magazine's integrated marketing director, Heawon Yoo, who oversaw the event and tapped Caravents to produce and design it. "And guests come to flaunt their own hot bodies. It's the only event we do in Vegas, and it's the most appropriate for the subject covered in the issue."
The Saturday afternoon event at Tao Beach was open to consumers at the venue during the event hours. Mel B—who was promoting her fitness DVD Totally Fit, and who stars in the new "Peepshow" at Planet Hollywood—served as its host.
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Us Weekly, Skechers, Sonic, Plan B, Nivea, Mel B, Old Navy, MGD 64, Skinny Cow, Wenner Media |
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| EVENT REPORT 04.24.09 4:42 PM |
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After Stint in New York, Us Weekly Returns "Hot Hollywood" Party to L.A. With Integrated Sponsors
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About 700 people put on their paparazzi-ready looks for Us Weekly’s annual Hot Hollywood event on Wednesday night at MyHouse—the Hollywood return of the party that took to New York for a stint last year. The event intended to celebrate the magazine’s annual style issue and recognize its editorial picks for the hottest celebrities, including Fergie, Taraji P. Henson, Estelle, Martina McBride, Jordana Brewster, Kelly Osbourne, Kara DioGuardi, Jennifer Westfeldt, and some of this season’s Dancing With the Stars cast.
“This issue is really all about style. The editors are recognizing those personalities that have an impact on style through their work in film, TV, and music. We really wanted to work with a color palette that was reflective of the on-trend colors for spring,” said the mag's senior integrated marketing manager, Keira Ford. For the fourth year in a row, the Wenner Media publication turned to Caravents for event production. Cara Kleinhaut from the firm worked with the existing colors of the venue—ebony, bronze, and copper—and added punches of fuchsia with floral accents and product displays.
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Us Weekly, Wenner Media, AT&T, Ice Breakers, Nissan, 3 Olives Vodka, Allan B. |
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| EVENT REPORT 10.23.08 4:06 PM |
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Us Weekly Brings "Hollywood" Party—and Its Decor—From L.A. to New York
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FROM NEW YORK
Us Weekly’s annual Hot Hollywood party, like so many Los Angeles events, has always revolved around the red carpet and the trendiest venue. But for the party’s 2008 move to New York, the magazine took a decidedly different approach. Producers trucked in most decor from the West Coast to create a sponsor-infused lounge at Skylight on Tuesday night for the crowd of 850—which included the casts of Gossip Girl and High School Musical 3.
Making it their third Hot Hollywood partnership, the magazine—under direction of Wenner Media senior event marketing manager Keira Ford—tapped Cara Kleinhaut and her team at
Caravents to facilitate the party’s migration. “Going into a blank-slate venue,” said Kleinhaut, “we could really customize to the sponsors and their signature look and feel. Rather than deal with existing furnishings and just throwing pillows on them, we got to build it from the ground up. It's really satisfying."
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Us Weekly, Hot Hollywood, Saturn, Ciroc, Neutrogena, Hershey, BlackBerry |
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| EVENT REPORT 04.18.08 4:13 PM |
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Us Weekly Party Integrates Sponsors' Wares at Buzzed-About New Beso
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For its Hot Hollywood party, Us Weekly uses the if-it-ain't-broke-don't-fix-it approach. The magazine's formula is to bring as many of the celebs who deck its pages as possible to the most buzzed-about new venue in town. For last night's event, the mag used the same plan, only the party took over a new restaurant, Eva Longoria Parker's Beso, instead of a nightclub (last year's party was at Opera and Crimson).
Gina Schramm from the magazine oversaw the event, which honored celebrity designers, as well as more plebeian designers and their celebrity muses (Us' editorial choices). The weekly's style icon of the year honoree, Heidi Klum, plus celebrity designer of the year Lauren Conrad were among the attendees.
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Us Weekly, Hot Hollywood, Zune, Svedka |
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| NEWS 04.14.08 4:53 PM |
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Heidi Montag Line Debuts With Fashion Show at "Heidiwood and Highland"
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 | Heidi Montag at the Heidiwood for Anchor Blue fashion show
Photo: Courtesy of Anchor Blue |
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Heidi Montag can now add fashion designer to her growing list of, ahem, careers. The Heidiwood for Anchor Blue line premiered with a public fashion show at the “Heidiwood & Highland Center"—actually, the Hollywood & Highland Center, which altered its name to commemorate the event on Friday.
Anchor Blue partnered with Us Weekly to find Montag look-alikes depicting her visual transformation during the past four seasons of MTV’s The Hills. Winners of the contest strutted down the runway to Montag’s music from her upcoming album, while Perez Hilton served as M.C. The real Montag made an appearance in her signature zebra top at the end of the presentation. And yes, for those who care, Spencer Pratt was at the event. —Shilpa Gopinath
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Anchor Blue, Us Weekly, The Hills, MTV, Heidiwood |
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| EVENT REPORT 09.27.07 7:20 PM |
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Us Hot Hollywood Party Flaunts New Hollywood Venue
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 | The scene at Us Weekly's Hot Hollywood party.
Photo: Line 8 Photography |
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Us Weekly's M.O. is to pick the newest, most cooed-over spot in town for its Hot Hollywood party. (Last year it was at Republic.) This year, the mag stuck to the proven formula, taking last night's party to the new side-by-side clubs Opera and Crimson in Hollywood.
Wenner Media senior event marketing manager Gina Schramm worked with Cara Kleinhaut and her team at Caravents to play up the joint venues' dramatic, multi-textural touches. "The venue is so beautiful that we didn't want to do too much to take away from that," Schramm said. Kleinhaut added, "We tried to play up the [venue's] lush decor and to incorporate into our details the [existing] textures, like python-skin tiling and faux fur."
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Us Weekly, Sony, 100% Colombian |
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