Five Things to Know This Week
This week’s hot takes on hot topics in experiential marketing cover community baby showers, UV laundry and the Voice of Logan.
Logan Airport is on the Hunt for Someone Who Speaks Fluent Boston
Event profs know all about the Voice of God. Allow us to introduce you to the Voice of Logan. Boston Logan International Airport, that is.
Starting in mid-November, a Massachusetts resident with a “distinctly Boston” sound that “captures the spirit” of the state and New England will become the official overhead-announcement voice that welcomes travelers to the airport. But first, the Port Authority has to find this wicked talented individual.
On Sept. 14, Massport launched a public competition inviting residents to submit an online audition to become the Voice of Logan, and the hunt is on through Oct. 4 to find the right local… who we can only assume is somewhere drinking an iced Dunkies and manifesting a World Series win for the Sox.
To jumpstart the contest, a kickoff event was hosted Sept. 17 at the airport, where interested competitors could meet with local personalities (think: radio hosts and news anchors) for some expert voice coaching. They could then record their audition right on-site in the Voice of Logan Submission Station.
The event stirred up enough online chatter that Boston Bruins players and local politicians recorded their own auditions, and earned media coverage reached nearly 5 million impressions, and counting.
The person who takes on the Voice of Logan will be voted in by the public in late October, and formally announced as the winnah on Nov. 5. (Agencies: Allen & Gerritsen; Excalibur Promotions)
Expecting Parents Get ‘Pampered with Love’ and Resources in L.A.
According to CDC data cited by Pampers, more than 3 million Americans will become parents in 2026. And before baby arrives, there’s an enormous pile of info related to pregnancy, childbirth and newborn care to sift through.
So on Sept. 26 in L.A., the brand teamed up with maternal health advocacy nonprofit 4Kira4Moms to host “Pampered with Love.” The “community baby shower” for 30 local parents was specifically designed to help them feel more prepared and confident by providing practical resources and support.
The families met with doulas, midwives and maternal health advocates at the event’s Wellness Center, while pregnant moms enjoyed complimentary massages. There was additionally a diaper pong station and charm bar for accessory customization.
On the sponsorship side, retail partner Walmart operated a Health & Wellness station to help attendees connect with pharmacists and learn more about available resources, and every family walked away with a $100 Walmart gift card.
The real kicker, though? Pampers presented each family with something they were not expecting—a year’s supply of free diapers.
Amika’s ‘Crowns’ Exhibition Celebrates the Cultural Significance of Hair
With New York’s fall art season underway, haircare brand Amika is coloring well outside the lines of the salon through its presentation of “Crowns in Bloom: Celebrating Hair in Contemporary Art,” an exhibition curated with Auttrianna Ward.
Open in NYC from Sept. 24 to Oct. 9, the expo explores the cultural significance of hair, and the prominent role it plays in identity and artistry. The artworks featured were crafted by an intergenerational group of contemporary artists across a host of mediums, and designed to showcase the variety of ways hair can function within contemporary art.
The show consists of four thematic installations—Hair as Play, Hair as Medium, Hair as Landscape and Hair as Ritual—each mapping back to the celebration of creativity and individuality that Amika’s brand is, ahem, rooted in.
Lacrosse Fans Bask in the Glow of Whirlpool’s Evening Event
What do lacrosse, first responders, UV light and home appliances have in common? Nothing. Until Sept. 15, when the Premier Lacrosse League (PLL) and Whirlpool presented Lacrosse After Dark: Blue Light Edition at Pier 17 in New York.
The free, glowing nighttime activation, held just ahead of the PLL Championship on Sept. 20, was aimed at showcasing the brand’s latest laundry innovation, UV Clean Technology, while enhancing its league sponsorship, and collabs with the NYPD and FDNY.
The event launched with a matchup between the NYPD and FDNY lacrosse teams. Then the blue lights were illuminated for a skills competition featuring players of the PLL and Women’s Lacrosse League, who participated in cross-bar, accuracy and other challenges. The teams then faced off in a special showcase game.
Meanwhile, fans could test their skills and compete for regular prizes, as well as a chance to win VIP tickets to the championship game, and a Whirlpool Front Load Laundry Tower featuring the new UV tech.
Extra, Extra! Bobbi Brown Greets Commuters with a Newsstand Pop-up
New Yorkers got a break from the grind of the typical a.m. commute on Sept. 17 by making a detour at Bobbi Brown’s sleek newsstand pop-up. The installation in Chelsea Triangle helped spread the word about the new Vitamin Enriched Face Base+ (VEFB+) with a few nods to classic morning routines to drive the campaign home.
Building on the brand’s “Primed for Anything” messaging, the experience was anchored by physical copies of The Prime Times newspaper, but it was free samples that stole the show. Thousands of people ultimately tested out the new VEFB+.
Attendees also engaged with scratch-off cards to reveal mystery prizes ranging from a makeup bag to a full-size product sample and posed for a mirror photo op.
And to ensure everyone walked away full “primed” for their day, Bobbi Brown dished out grab-and-go croissants and grapefruit seltzers (a nod to the product’s scent) for the road. (Agency: The Experiential Group)
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