| NEWS 09.02.09 4:26 PM |
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In the News: Cheap Rentals Pave Way for Pop-Ups, ISES Event Raises Money for Planners in Need
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Pop-Ups Offer Return on Smaller Investment: The rise in cheap real estate and discount rentals made 2009 a boom year for pop-up stores (a trend we reported in May), when just a few years ago, they were considered a major marketing investment. The combination of stunt marketing and extra retail space has benefited big brands and real estate professionals in the past few months. Names such as Hermes, Gap, Seven, Daffy's, eBay, and the New Jersey Division of Travel and Tourism are just some of those who sponsored pop-ups this summer alone. [AdAge]
Charity at ISES EventWorld Raises $25,000: At San Francisco's recent ISES EventWorld conference, held at the San Francisco Design Center in August, industry nonprofit Search Foundation managed to raise $25,000 from the estimated 200 attendees. Benefiting event professionals confronted with catastrophes and other problems, the 12-year-old organization has been present for the past two incarnations of EventWorld. With more than 60 sponsors, the wine and food pairing fund-raiser was hosted by the Napa-Sonoma and Northern California Chapters of ISES. [Search]
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Pop-ups, Hermes, Gap, Seven, Daffy's, eBay, New Jersey Division of Travel and Tourism, Search Foundation, ISES, Steve Jobs, Apple |
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| EVENT REPORT 04.30.09 4:13 PM |
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For Its First Pop-Up, Havaianas Partners With Gap
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 | The pop-up's colorful customization station
Photo: Jessica Torossian for BizBash |
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Whether it's the withering economy or the perceived cost-effectiveness of creating an experiential environment that lasts more than one night, pop-ups are an enduring favorite among marketers in New York. Also growing in popularity are in-store events and close partnerships—not sponsorships—between brands. Illustrating these trends is the Gap and Havaianas Urban Beach Flip-Flop Shop, a joint effort between the two fashion companies inside Gap's Fifth Avenue flagship. The pop-up opened to the public today and runs through Sunday, June 13.
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Gap, Havaianas, Pop-Ups |
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| EVENT REPORT 04.28.08 4:02 PM |
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New Slate of Coachella Party Hosts Increases Nighttime Offerings
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 | Anthem magazine's Coachella pool party
Photo: BizBash |
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FROM INDIO, CALIF. Since the Coachella Valley Music and Arts Festival, which wrapped yesterday after a three-day run at the Empire Polo Field in Indio, dependably reinvents itself every year, it's perhaps not a surprise that the brands that host piggybacking parties in the desert also change and evolve.
DKNY Jeans, which set up a multiday pool party at a luxury home last year, sat out this year's go round, as did Hugo Boss. "It's just hard to find the right house very close to the fields," said Hugo Boss Fashions' New York-based vice president of marketing and PR, Katja Douedari, who oversaw Boss's event series in 2007. "Loved the Mod Resort last year, but it's a long drive. And if you can't do it right, then better not do it all." (Nevertheless, Douedari made the trip out to the desert for some non-work-related fun.)
So what brands did have the strongest presence in 2008?
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Coachella, GQ, Anthem Magazine, Gap, Etnies, T-Mobile, Sidekick, Condé Nast, Heineken, Newcastle, Belvedere Vodka, The Fader, Boost Mobile, Le Sportsac, Levi's, Wet n Wild, Adidas, Jeremy Scott |
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| EVENT REPORT 02.05.08 11:37 AM |
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Old Navy Shakes Off Old Image With Fashion-Focused Party
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 | Old Navy brought in fashion illustrators.
Photo: Digital Diva |
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Two days before the heavy hitters of the fashion press descended on the Bryant Park tents, Old Navy took the opportunity to debut its new look to more than 500 celebrities and members of the press. The Gap-owned brand is relaunching, trying to shake off its past image with more design-conscious clothes for a younger set, and Wednesday night's event took place at Eyebeam, a venue used for lots of fashion events, including Rock & Republic's spring/summer presentation in September. The event is part of a multipronged repositioning campaign that also includes new television commercials and print ads and the brand's sponsorship of last year's MTV Movie Awards.
Hosted by Old Navy president Dawn Robertson and executive vice president of marketing Michael Cape, the event included a live performance from singer Natasha Bedingfield, a week after the release of her album Pocketful of Sunshine. Cape and senior director of public relations Rebecca Weill hired production company EventQuest to design and construct an interactive showroom and lounge that would bring the new branding to life.
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Old Navy, Gap |
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| COAST TO COAST 06.21.06 12:00 AM |
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Gap Takes Hippie Bus on the Road
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Last year Gap took a custom-designed lounge for bra fittings on a six-city tour. This year the company refashioned an old school bus into a store on wheels to promote its summer clothing line. Erica Archambault, the senior manager of public relations for Gap Inc., worked with Alison Brod Public Relations and design firm A Squared Group to create the mobile marketing campaign, which started on Sunset Boulevard in Los Angeles, traveled to New York, and is scheduled to end in the Hamptons on June 24.
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Gap |
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| COAST TO COAST 09.14.05 12:00 AM |
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Gap Takes Bras on Tour
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 | Gap's bra bar inside the New York Fashion Week tents.
Photo: BizBash |
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Based on the premise that 85 percent of women buy the wrong size bra (popularized on a May episode of Oprah), GapBody—Gap’s women’s intimate apparel division—launched a six-city promotional tour with bra fitting specialists working in a custom-designed lounge. Rebecca Weill, director of public relations at Gap Inc., hired Alison Brod Public Relations to promote and manage the mobile marketing campaign, which included stylists Rachel Zoe (in New York and Los Angeles) and Jennifer Rade (who visited Boston, Chicago, San Francisco, and Miami).
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Gap |
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