| 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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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 02.05.08 12:39 PM |
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Before Super Bowl Ad, Ice Breakers Gum Builds Hype in Times Square
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 | The chewing-gum brand promoted its Super Bowl ad with Carmen Electra.
Photo: Chris Ross for BizBash |
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The union of football, advertisers, and attractive women has been cemented almost as long as there’s been a medium for them to come together. Each year the glut of ads that run during the Super Bowl, the season’s ultimate game and the most-watched broadcast of the television calendar, are punctuated by women, and brands have recently tried to leverage even more bang for their 2.7 million bucks per 30-second spot by hyping their commercials in the weeks prior to the game. The Hershey-owned Ice Breakers chewing gum did just that last Thursday morning, when Carmen Electra debuted her new commercial for the gum at small event at the Hershey Store in Times Square.
To make the store an appropriate venue for Ice Breakers, the designers at Empire Force Events (hired by the PR team at Hershey and Ice Breakers) first had to transform the heavily branded space into a blank canvas.
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Ice Breakers, Hershey, Super Bowl |
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| EVENT REPORT 07.19.07 11:37 AM |
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Elvis Inspires Reese's Promotion
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 | An Elvis impersonator posed with a pink Cadillac at the Reese's promotion.
Photo: Courtesy of Hershey Co. |
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Every year Reese's does a big promotion, and this year's began as many do: with a brainstorming session. Someone mentioned that Elvis.com is a big business, and before long, the wheels were in motion for what would be the biggest promo in Reese's history. On July 17, Hershey's launched a collectors-edition Reese's flavor—peanut butter and banana creme—inspired by the King's love of peanut butter-and-banana sandwiches. The new flavor debuted along with the unveiling of a 1957 Cadillac that had been overhauled by car crafter Boyd Coddington of TLC's American Hot Rod.
Elvis impersonators, three members of Elvis's inner circle (including a former bodyguard, hairdresser, and spiritual advisor), and Boyd and Jo Coddington were on-hand for the event, which began with one of the impersonators lip-synching "All Shook Up" and ended with a street team in Reese's brown and orange handing out samples of the new flavor combination. About 40 passersby, Elvis fans, and Coddington followers witnessed the moment, which was also being filmed for the season finale of Coddington's TLC series.
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RELATED TOPICS
Hershey, Reese's |
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