| Q & A 04.23.09 9:00 AM |
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New L.A. Marathon Creative Director Peter Abraham Is Overseeing the Race's Shift From Winter to Spring
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 | | L.A. Marathon creative director Peter Abraham |
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FROM LOS ANGELES
As creative director of the Los Angeles Marathon, Peter Abraham is responsible for outreach, marketing, and conceiving the overall concept of the event—which is undergoing a complete overhaul ahead of the May 25 race. With the marathon under new ownership—LA Marathon LLC, formerly known as Going the Distance, now operates the race—it's Abraham's first go at overseeing the program.
This year's race will be run on Memorial Day, May 25, rather than President's Day, February 16. What was behind the date change?
We came in with new ownership, and we’ve really looked at every single aspect of the marathon. We’ve changed the course from last year: We went back to the loop route that starts in downtown, which was last run in 2006. It’s a very fast route, very popular with runners.
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L.A. Marathon, Going Green, Honda, Gatorade, Clif Bar, Emerald Nuts, New Performance Nutrition |
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| EVENT REPORT 02.20.08 12:14 PM |
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TNT, Wrigley's, Playboy Flock to NBA All-Star Weekend
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 | Common performed at ESPN the Magazine's party.
Photo: Steve Kashishian |
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Dubbed by "a mini Super Bowl" by more than one planner, the NBA All-Star Game and its surrounding festivities descended upon New Orleans last weekend, bringing along an entourage of piggybacking events. Catering to the bevy of athletes in town (who weren’t nearly as stressed as, say, the Giants or the Patriots were in Arizona), planners from entities such as Playboy, ESPN the Magazine, and Wrigley’s enticed with big-name performances, high-profile guests, and intimate late-night parties.
Turner Sports vice president of event marketing Janet Abbazia bucked the Super Bowl's trend of booking rappers, instead booking Barenaked Ladies to perform at the annual NBA on TNT Celebration Party, held at House of Blues on Saturday. “We always look at our audience, and while the NBA demographic may be different, the people attending our event are businesspeople covering a wide range of ages, so we tried to find a band that appealed to everyone,” she said, adding that the event grew this year, hosting some 1,600 guests (compared with last year’s 1,200).
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N.B.A., Playboy, ESPN the Magazine, Jordan Brand, Nike, Crown Royal, Wrigley's Doublemint, Miller Beer, Old Spice, Gatorade, American Express, BET Networks |
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| EVENT REPORT 01.18.08 8:35 AM |
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Jeter Braves Chilly Temps, Herald Square for Gatorade Stunt
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 | Gatorade's baseball-inspired wall
Photo: Jessica Torossian for BizBash |
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Gatorade took over a sliver of Herald Square earlier this week, giving Macy's-bound tourists a sneak peak at its upcoming Super Bowl commercial starring Derek Jeter. In designing the experiential marketing stunt to promote new low-cal drink G2, Gatorade planners worked with Fleishman-Hillard of Chicago and Fathom Communications to build an urban-looking street that slowly evolves into a baseball field.
Here's the background: G2's commercial features Jeter walking through a city in the midst of a baseball-themed metamorphosis—asserting that an athlete is an athlete 24/7, and even when off the field, athletes are seeing and thinking like athletes.
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Gatorade |
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