Quicken Loans Pampers Employees at Anniversary Gala - Event Marketer

Quicken Loans Pampers Employees at Anniversary Gala

DB_Silver_Quicken Loans_2006 Ex
Brand: QUICKEN LOANS
Agency: STAR TRAX CORPORATE EVENTS
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2006

Quicken Loans’ 20th Anniversary celebration was a big party for the brand’s 5,000 employees, managers, vendors and clients—and it gave the brand the opportunity to introduce the newly renamed home of the Cleveland Cavaliers, Quicken Loans Arena. (Company founder Dan Gilbert is also majority owner of the hoops team.)

“We have literally received hundreds of thank-you letters, all splashed with words like ‘amazing,’ ‘incredible,’ ‘disbelief,’ and ‘never been to or seen anything like it,’” says Gilbert.

What generated the enthusiasm? The Michigan-based company bused staffers and their families to Cleveland, where Quicken Loans booked rooms in 20 hotels, distributed passes to local tourist attractions and treated everyone to a gala event at “the Q” at night. There were performances by the Black Eyed Peas, Kid Rock and a dj imported from NYC; family-friendly activities like digital photo booths, face painting and virtual reality games on the arena concourse; and on monitors throughout the venue, a video produced exclusively for the event that covered the brand’s history and heritage.

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