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3. Waldorf Astoria Opens Orlando Outpost With Ballet and Fireworks

4. New Moon Premiere Beckons 10,000 People and 2 Live Wolves

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FROM NEW YORK

Morgan Loft Penthouse: Temporary Venue for Holiday Season

Sustainable Label Opens SoHo Pop-Up With Community Center Sensibility

Clinique and Teen Vogue Bring Young Women to Beauty Tour, Send Them Online

Masked Raconteurs Tell Tales at Moth Ball, and I Have a Blast

Gap, Banana Republic, American Eagle Open Stores With Musical Performances

MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute

3 New Hotel Restaurants for Business Entertaining, Private Groups

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Scripted Models Play Up Key Notes at Victoria's Secret Fragrance Preview

Ad Age Looks to Boost Conference Interaction With Beer Tasting, Lounge Seating

FROM LOS ANGELES

American Music Awards Begin With Redesigned Arrivals, End With Downsized After-Party

Bouchon: Thomas Keller in Beverly Hills, With Indoor/Outdoor Dining, Private Room

Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel

6 New Venues for Los Angeles Holiday Parties

New Moon Premiere Beckons 10,000 People and 2 Live Wolves

$4 Million MOCA Gala Breaks Fund-Raising Records

Chrysalis Benefit Cuts Ticket Prices in Half, Draws Same Crowd

MOCA Gala Spawning Arty Online Auction—Including Gehry's Hat for Gaga—Through November 30

Wende Museum Closes Wilshire for Cold War Anniversary Celebration

3 Ideas for Stylish, Eco-Friendly Events

News Archive for IMG

EVENT INTELLIGENCE 04.11.08 10:30 AM

Building Buzz With Videos: IMG's Fashion Week Series

A model getting primped in one of IMG's behind-the-scenes Fashion Week videos.
Photo: Courtesy of IMG Fashion

This story is part of our series on building event buzz with online videos.

Not every successful online video is made by event attendees with handheld cameras. Marketers who realize the potential of Web video for enhancing an event experience are also producing professional, high-quality videos to complement their events.

In 2007, IMG Fashion launched a YouTube channel to display videos from Fashion Week events throughout the world. Each video is a one- to four-minute clip focused on a specific runway show, collection, or after-party, featuring interviews with designers and celebrity attendees. Produced and edited by IMG and Smashbox Studios, the videos capture both the glamour of the runway shows and the frenetic energy behind the scenes. MORE >>

Building Buzz With Online Videos, YouTube, IMG, IMG Fashion, Fashion Week, Imitation of Christ, American Express

EVENT INTELLIGENCE 04.07.08 1:41 PM

Video Makes the Marketing Star

IMG's behind-the-scenes videos from Fashion Week.
Photo: Courtesy of IMG Fashion

This week we're posting a series on building event buzz with online videos. We'll post a success story each day. But first, here's an overview.

From text messaging to Facebook to blogs, new technologies offer a seemingly endless choice of platforms for connecting with an audience and spreading news about events. And of all these media, online video has perhaps the most potential to spread an idea or message around the world.

“Videos provide an opportunity to engage the user in a way that text and images don’t,” says David Meerman Scott, author of The New Rules of Marketing and PR. “For events, that’s a fantastic opportunity.”

The ease, speed, and accessibility of YouTube and other video-sharing applications can help a video go viral in a matter of minutes, whether it’s broadcast from a bedroom in Wisconsin or an airplane over the Pacific. MORE >>

Building Buzz With Online Videos, YouTube, IMG

ASK AN EXPERT 02.08.06 12:00 AM

Ask an Expert: Building Buzz at an Industry Event

FROM NEW YORK Brandusa Niro is editor of The Daily, the gossipy glossy newspaper started by IMG in February 2003 to chronicle—and promote—Olympus Fashion Week, which is produced by IMG division 7th on Sixth. With its brightly colored graphics and gushing style, The Daily has become the default read for fashion folks passing time between shows. This spring, Niro will help launch a similar publication for the Nasdaq Open, a tennis tournament also owned by IMG.

Why do you think The Daily has been so successful?
The business strategy of it is that it addresses an audience that is so brilliantly targeted. We deliver the eyeballs and the mind share of this fantastic group of influencers and opinion leaders. That's something that advertisers truly understand and appreciate. As a result of that, we have a 97 percent return rate from our advertisers, which indicates how healthy this publication really is. MORE >>

Fashion Week, IMG

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