Travel

When Delvinia celebrated its 15th anniversary last August, the Toronto-based digital strategy and customer experience design firm looked to recreate 1950s Havana with cigar rollers, freely flowing rum, models in retro swimwear, and beach balls. The event at the Loft at Andrew Richard Designs even had an indoor pool—or rather, the illusion of one created by a 8- by 18-foot 3-D decal.

The iHeartRadio Ultimate Pool Party drew more than 2,500 people for daytime and evening concerts at the Fontainebleau Miami Beach hotel last year. Among the eye-catching details was an armchair made of ice, with the Visit Florida hashtag and sunglasses frozen inside.

At the opening party for Delta Air Lines Global Sales Conference in 2011, American Express provided white flip-flops marked with its blue logo. As the 850 guests made their way through the party set up around the Walt Disney World Swan and Dolphin’s pool and beach, the sandals left imprints of the brand's name in the sand.

To build buzz around its summer tour series, Sunglass Hut hosted a block party in June 2012. Produced by Relevent's Tony Berger, the early evening shindig spanned an entire West Village block in New York and included a pool built on the sidewalk. As a way to spark interaction, guests received permanent markers to sign the wooden deck surrounding the pool.

Beauty brand Yes To educated the public in New York, New Jersey, and San Francisco about its beauty products, as well as its "Yes To Movement," which encourages individuals to embrace positivity, through a Beauty Bike Tour that kicked off in July. Bicyclists hit parks, retailers, and other local hot spots, where they gave consumers skincare quizzes and made personalized product recommendations for Yes To goods based on visitors’ skin types.

Old Navy worked with A2G to fuel buzz for its annual $1 Flip-Flop Sale by enticing consumers to tweet about the offer in exchange for a pair of free flip-flops dispensed from interactive vending machines stationed at 36 locations in Los Angeles and New York. With 9,000 shoes gifted, the company generated 12 million social media impressions during the campaign’s three-day run from June 24 to 26.

As part of its rebranding of the Centric Network as the “First Network for Black Women,” Viacom tapped Events by Fabulous to create a custom-wrapped gifting truck to roam Martha’s Vineyard during the network’s sixth anniversary celebration on the island. The vehicle’s street team and DJ BHen hosted pop-up parties when the truck made one of its three daily stops at highly trafficked spots.

As guests entered into the Governors Ballroom, a red carpet and structures laden with strands of crystals formed a Hollywood-style entrance.

Designers used drapes and bright lights to warm up the reception space.