Rachel Boucher

Cadillac in November wrapped a five-city program that gave luxury vehicle owners the chance to see architecturally renowned buildings and private residences in the newly redesigned 2015 Escalade. “Driven By Design,” hosted in partnership with Architectural Digest, engaged conquest consumer-guests (meaning, non-Cadillac drivers) with test drives. The program took place in Chicago in July, New York […]

Cree is an emerging brand in a space dominated by very old and very big brands—we’re talking light bulbs. While 80 percent of Cree’s overall business is commercial, this season the brand took a decidedly consumer-facing approach to reach its target with the Great American Bulb Swap Tour. Over three weekends, the brand distributed more […]

Ah, Uber. The Silicon Valley-born startup offering a GPS technology, app-driven taxi service has been all over the map this year, and popping up as a key add-on to many event programs and strategies. Take NBC Sports, which in August partnered with Uber on a program to promote the season opener for Barclays Premier League—building […]

This fall, Macy’s Magic Bus is rolling into 15 college campuses nationwide to “whisk” students away to after-hours shopping parties at their local Macy’s stores. More than 3,500 students are expected to participate in the events, which include the Magic Bus transportation, shopping, special savings, snacks and activities. Members of Macy’s network of student ambassadors […]

To drive trial of new flavors and build brand awareness by promoting its family-owned story, Bigelow Tea has launched a mobile tour that allows consumers to sample from a custom tea bar. The Mobile Tea Bar tour, which launched Sept. 19 at Whole Foods in Cambridge, MA, coincides with the Fairfield, CT-based brand’s 70th anniversary […]