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ArticlesEvent Tours: Gallery Exhibits Help Lexus Introduce New Vehicle
Seeking a nontraditional way to introduce Lexus to a new generation of buyers—and reintroduce the marque to drivers whose perceptions of the brand might not be up to date—the luxury division of Toyota Motor Sales has assembled its own touring art exhibition dubbed The 460 Degrees Gallery.
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B-to-C EventsStreet Events: Cinemax Feels The Force For Star Wars; HBO Pumps Boxing
Cinemax used a four-pack of events to make fans of the Star Wars franchise—and cable affiliates—feel like the force is with them. One-day “Join the Jedi Order events” (in New York City Los Angeles San Francisco and Philadelphia) gave die-hards the chance to feel like they’re part of the rebel forces. The cable network telecast all six Star Wars movies back to back on Nov. 10 and will show them again throughout November and December.
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B-to-C EventsHybrid Events: Nissan Layers Concerts On Top Of Ride-and-drives
Nissan kicked off a 10-city tour last weekend giving consumers the opportunity to test-drive 2007 vehicles and check out performances by national and local musicians including country star Jessica Andrews and pop singer Jody Raffoul.
“This is part of a growing effort within Nissan to leverage the power of music to connect with consumers ” Kevin Thompson Nissan’s senior manager-promotions told Buzz. The rationale? “The Nissan buyer appreciates good music ” he said.
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ArticlesEvent Tours: Red Bull Presents Action Sports Photos With Gallery-style Exhibit
Red Bull last week kicked off a gallery tour displaying pictures from its first-ever action sports photography competition.
The tour features 50 photographs from finalists in the Red Bull Illume Image Quest competition in an art gallery-style environment. The photographs are displayed on eight-foot glass and metal cubes illuminated from below. “The exhibit is designed to minimize clutter in order to have the photographs be the focal point… [so] they can speak for themselves ” says Chantal Chretien media relations manager for Red Bull.
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B-to-C EventsActivation: The Home Depot Leverages NFL Via Community Efforts
In addition to in-store promotions and a presence in Miami surrounding Super Bowl XLI next month The Home Depot will focus much of the activation for its recently announced NFL deal on a community affairs program.
Roger Adams cmo for The Home Depot told Buzz that the company plans to create a community service-focused program that will engage NFL players—with employees and customers—in volunteer activities. “We are always looking for opportunities to integrate our sports assets with other areas of the company ” Adams said.