B-to-B Events

In the consumer activation space, partnerships with celebrity chefs can not only help generate buzz for events, they can use their “expert” status to legitimize marketing messages.

Wrapping up a year-long launch campaign, Tru by Hilton, the new midscale brand of Hilton Hotels & Resorts, celebrated the grand opening of its first location in Oklahoma City, OK, with a community-driven program that packed a playful punch. Held on May 25, the event attracted key stakeholders within the company and the market including […]

Leveraging demographic and psychographic insights to influence customers’ purchasing habits is nothing new to the event marketing game. But the rise of neuromarketing, a field of research that studies consumers’ cognitive and sensory responses to marketing stimuli, is challenging the status quo.

Nokia Technologies hit the Cannes Lions International Festival of Creativity with what its cmo Rob Lebras-Brown calls a “perfect marketing storm”—a virtual reality experience that showcased its new suite of digital health products and the viability of VR itself as a marketing platform.

Innovation labs are often considered to be permanent, stationary spaces for product development and testing. Marriott, however, turned that concept on its head when at ALIS, the annual Americas Lodging and Investment Summit, the brand elicited real-time feedback from industry professionals and consumers on two of its newest hotel properties—Aloft and Element—in a touring pop-up […]