| EVENT REPORT 10.22.09 5:42 PM |
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Bustle Creates Cottage-Themed Runway Show With Andrew Richard Designs, Broil King
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 | Models lounged on the runway
Photo: George Pimentel |
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For the presentation of their spring 2010 menswear line at LG Fashion Week, designers Shawn Hewson and Ruth Promislow, the pair behind the sportswear label Bustle Clothing, adopted a country cottage theme for their Canadian Shield collection and collaborated with Andrew Richard Designs on a line of outdoor furniture, also showcased on the runway.
"When you find another brand you work well with, it's a perfect opportunity to express it on the runway," said Hewson, Bustle’s creative director and a Project Runway Canada judge. In addition to Andrew Richard Designs, the runway show also featured products from Belvedere Vodka, Peroni, and Broil King.
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LG Fashion Week, Bustle Clothing, Andrew Richard Designs, Broil King, Peroni, Belvedere Vodka |
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| EVENT INTELLIGENCE 08.03.09 8:00 AM |
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Marketers Share Insights on Successful Event Partnerships
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 | HBO and Virgin Atlantic's Entourage Air
Photo: AP Photo/Virgin America, Bob Riha Jr |
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Playing well with others hasn’t been strictly enforced since kindergarten, but companies looking to maintain or increase the impact of their events could do well to pay heed to that notion. Brand partnerships for events, campaigns, or long-term initiatives can produce more desirable results than tackling a project solo in any economy, but these days—when people are asked to do more for less—pooling resources can help marketers get more for their buck.
But before you jump into bed with another brand, make sure to confirm you and your partner are looking for the same thing. Six months of trying phone conferences and constant concessions may not be worth a few dollars saved or a mention in Us Weekly. To get an idea how successful pairings come together, we talked to marketers who recently teamed up to share production responsibilities and generate more media impressions, higher attendance, or stronger buzz than each probably would have on their own. The bottom line: They’re all open to doing it again.
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HBO, Virgin Atlantic, Entourage, The Fader, Levi's, Belvedere Vodka, Bustle Clothing, Consumer Electronics Show, iLounge |
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| EVENT REPORT 03.16.09 3:55 PM |
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Greta Constantine Scales Back Set Design, Goes Runway-Less for Fashion Show
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 | The catwalk at the Courthouse
Photo: Gary Beechey for BizBash |
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In 2008, Kirk Pickersgill and Stephen Wong—the designers behind the Greta Constantine label—created elaborate sets to showcase their runway collections on a mirrored catwalk at Circa. But on Friday night models wearing fashions from the pair's fall/winter 2009 line walked the bare hardwood floor before a crowd of 500 guests at the Courthouse.
The designers used the stage at the front of the main floor for additional seating and created a runway that zigzagged through the chairs on the main level. The Courthouse began preparing the venue for the show last Tuesday, repainting some areas of the nightclub and repairing the hardwood floors, said Natasha Penzo of ASC PR.
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Greta Constantine, Fritz Helder & the Phantoms, M.A.C. Cosmetics, Aldo, Steamwhistle, Hair2Inc., Belvedere Vodka, Vitaminwater, Dean Davidson Jewelry |
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| EVENT REPORT 02.17.09 11:36 AM |
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Belvedere Launches New IX Vodka With a Crafty Cocktail Menu
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 | The deconstructed mojito
Photo: Michael Buckner/Getty Images |
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FROM NEW YORK
Belvedere Vodka and French graffiti artist André turned the second floor of the Bowery Hotel into a Stateside incarnation of the Parisian Club Le Baron Thursday night for the launch of the brand’s botanical-infused vodka, IX. More than 450 guests, including Mary-Kate Olsen, Estelle, and Peaches Geldof showed up to sample the menu of signature cocktails inspired by the new spirit.
“It’s been a long time coming," said Belvedere U.S. mixologist and business development manager Stefanie Marco. "Botanical vodkas have been around since the 16h century, but you haven't seen them in the marketplace. It isn't odorless or flavorless [like most vodkas], so you can play with the components. As a mixologist, I really wanted to take the opportunity to be irreverent in coming up with the cocktails."
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Belvedere Vodka |
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| EVENT REPORT 02.09.09 12:46 PM |
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Grammy Weekend Standouts Include a Big-Name Host, a Can't-Miss Charity Concert, and a Place to Actually Chill Out
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FROM LOS ANGELES
Grammy weekend: so many events, so many miles of gridlocked, rain-slicked freeways separating them. But some parties still had no problem drawing huge throngs of eager guests. The Recording Academy's pre-Grammy gala honoring Clive Davis, the MusiCares gala dinner honoring Neil Diamond, and the industry-favorite Friends and Family party offered some notably attractive lures—respectively, a big-name host, a benefit concert, and a bona fide environment in which to relax—that helped them stand out from the crowd. (Admittedly, it was an easier task in a year that record labels, already ailing, scaled back their individual party offerings in the tough economy.)
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Grammys, Recording Academy, Award Season, Clive Davis, MusiCares, Neil Diamond, Red Bull, Belvedere Vodka |
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| EVENT REPORT 09.09.08 2:18 PM |
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Umbrellas and Rainwear Fill the CFC's Annual TIFF Barbecue
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Sunday's afternoon rain didn't have a big impact on the attendance at the Canadian Film Centre's (CFC) annual barbecue, with more than 1,000 guests turning up for the 20th anniversary event on the centre's grounds. “We always try to tent quite a few areas, but we always just kind of pray for the best, and people always know to bring umbrellas if they absolutely need to," said CFC event coordinator Mark Fellion. "Most of the people who attend this event are annual attendees and they know the deal. Last year it didn’t hurt our attendance. We still had about 1,500 people attend."
Hosted each year by Canadian director and producer Norman Jewison during the Toronto International Film Festival (TIFF), the CFC barbecue is held in honour of Canadian and international filmmakers. "We invite a lot of delegates that are in town for TIFF," Fellion said. "So we never know exactly who’s going to show up ... it’s a lot of our sponsors, our alumni. It’s a good opportunity for them to network with all of these industry professionals."
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Toronto International Film Festival, Canadian Film Centre, BBC, BBC Worldwide, Telus, Canwest, Corus Entertainment, Shaftesbury, Just for Laughs, Deloitte, Epitome Pictures Inc., The Spoke Club, Links of London, Belvedere Vodka, Stella Artois, Jackson-Triggs Vintners, Fiji Water, Krups, Time magazine, The National Post, Playback, Turtle Island Recycling |
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| NEWS 07.29.08 8:00 AM |
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With Plenty of Sponsors, Lollapalooza Set to Take Over Chicago This Weekend
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FROM CHICAGO
The current incarnation of Lollapalooza, the brainchild of Jane's Addiction frontman Perry Farrell, along with Austin, Texas-based promoters C3 Presents and the William Morris Agency, will once again set up shop in Chicago's Grant Park this Friday through Sunday. The fourth-annual Chicago-only festival encompasses 120 acts (including Radiohead, Nine Inch Nails, and Kanye West) performing on eight sponsored stages, as well as various environments, lounges, and activities scattered throughout the park.
Lollapalooza 2008 incorporates several new elements this year, including Perry's, named for Farrell, an open-air electronica stage featuring live DJ sets each day at 2 p.m., and Lederhosen's Biergarten, a beer hall situated near Buckingham Fountain. Both Green Street (a destination space educating festival-goers about Lolla's eco-friendly initiatives) and Kidzapalooza (featuring a stage, "School of Rock" Jam Tent, a recording studio, and special performances) are returning this year.
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AT&T, Bud Light, PlayStation, MySpace, Citi, BMI, Blackstone Winery, F.Y.E., Vitaminwater, NowWhat.com, Small Paul, Sweet Leaf Tea, Whole Foods, Lifeway Kefir, Southern Comfort, Metromix.com, Belvedere Vodka, Hard Rock Hotel, Motorola, Bacardi, 42 Below, Cazadores Tequila |
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| EVENT REPORT 05.05.08 5:28 PM |
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Volunteers Throw Breast Cancer Benefit With No Budget
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 | The Red & White Ball
Photo: BizBash |
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Throwing an event for 500 guests with no budget to speak of might sound like an impossible task, but Marissa Morettin, chair of the Red & White Ball—an annual benefit in support of Rethink Breast Cancer—and a handful of friends did just that at the Courthouse on Friday. "This is truly a volunteer-driven event," Morettin said of the sixth-annual fund-raiser. "We're all friends and we pull this event off in our spare time. We want to encourage people our age to get into the spirit of philanthropy."
Morettin worked with a team of six people to organize the 2008 event. "Last year it was myself and someone else.... Every year I don't know why I do this, but it just amazes me—the number of people who step up to the plate is unbelievable," she said. "We don't spend a penny. Our costs are nothing. We get everything donated." The team used social media tools like Facebook to create buzz for the event, and Elliott Chun of Optimum Public Relations donated his PR skills to attract media.
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Rethink Breast Cancer, Schick Quattro, Speed Stick, Telus, Diesel, Finlandia, Moët & Chandon, Belvedere Vodka, Yellow Tail, New Balance |
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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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