Sandra O’Loughlin

It’s a balmy early December evening in downtown Los Angeles. On the plaza outside the Dorothy Chandler Pavilion tree branches are strung with white lights, the red carpet has been rolled out and a crowd has gathered to watch celebrities stroll along the step-and-repeat before a gaggle of photographers. The flash of their cameras, the VIPs and women in sparkly gowns give the occasion the glitz of a movie premiere or the Academy Awards.

To raise awareness for the second season of its reality series “Jersey Couture,” Oxygen Media earlier this month activated a pop-up beauty salon in New York City’s NOHO neighborhood. The show, which premiered on Feb. 7, follows visitors to New Jersey dress shop Diane & Company where sisters Kimberly and Christina and their mom Diane Scali deliver their signature fashion advice.

To raise awareness for C by Courvoisier, a new offering by the cognac brand that will hit retail shelves this month, Courvoisier in January launched a guerrilla marketing campaign that includes three components—wild postings, stenciling and mobile projections. The effort will roll out in nine markets and continue through mid-March.

C by Courvoisier is produced in small batches from the grapes of 50 winegrowers in the Fin Bois Cru region of France and offers an intense, bold flavor.

Trip Advisor for Business, the b-to-b division of travel site TripAdvisor, in January held a master class for members of the hospitality industry at Atlantis Resort in the Bahamas. The division, which launched in May 2010, gives hotel operators, restaurants and attractions access to TripAdvisor’s 50 million monthly visitors.

In year one of a four-year partnership with Vail Resorts, Cadillac in December activated a brand experience called Cadillac Ice Drive. The program, which took place Dec. 21-23, showcased the luxury vehicle’s safety technologies on slick surface conditions to vacationers at the upscale resort.