Brands from Lexus to Red Bull are creating exhibits that borrow their look and feel from big-city art galleries. The goal? A sophisticated yet uncomplicated ambience.
Starbucks incorporated the look for one component of a pop-up environment last year in New York City. And Rolex USA activates its title sponsorship of the Monterey Historic Automobile Races in Monterey CA with a gallery-style exhibit that displays vintage cars.  (Agency: Sparks Philadelphia).

The rules of the road are getting easier with a variety of purchase options now available for marketers readying mobile tours. With prices for 53-foot tractor trailers starting around $250 000 these days purchasing a truck for a mobile marketing program can be an expensive affair—or it could be one of the best long-term investments your marketing team makes. And if buying isn’t for you leasing is becoming a workable option for a growing legion of brand marketers.

Sponsorship marketers are almost always required to take on multiple roles when managing sponsorships. At any given time they’re playing deal maker strategist and activation quarterback.
The evolution of the sponsorship game has brought long-term prowess to sponsorship departments that were once short-term focused. Not only are today’s sponsors getting more of what they want and less of what they don’t but they’re also learning the fine art of keeping properties in check.

Email invitations are standard operating procedure for corporate events these days. But even seasoned pros will admit that keeping electronic messages out of the electronic trash is becoming a greater challenge.
Nine tips:

To its legions of enthusiastic owners and owner wannabes Porsche is not just another car. The automaker wants its presence at the Los Angeles Auto Show to be viewed in the same light. That’s why for the last nine years Porsche has taken over a separate 20 000-square-foot hall adjacent to the Los Angeles Convention Center for a standalone exhibit apart from the dozens of other automakers.