Latest

Italian coffee syrup brand Torani this summer will launch a new mobile tour aimed at the consumer market. Torani, which is headquartered in San Francisco, will kick off the tour in May at the 75th anniversary celebration of Golden Gate Bridge. From there the tour will hit festivals and fairs, such as the Portland Rose Festival and the San Diego County Fair, as well as smaller mid-week stops.

The centennial of the sinking of the Titanic will be this April 15, and events are springing up everywhere from Belfast, Ireland, to St. Louis, MO. And now, one of the biggest aquariums in the northeastern U.S., the Mystic Aquarium, is jumping into the pool, too. The institution, operated by the Sea Research Foundation, has worked with the discoverer of the Titanic, Dr. Robert D. Ballard, and former Disney Imagineer Tim Delaney to develop its Ocean Exploration Center exhibit hall, representing a more than $1 million investment. It will open next week.

The b-to-b trade show world gets a bad rap for being behind the rest of the event marketing industry when it comes to innovative experiential tactics, but the SES Worldwide Conference and Expo Series is out to remove that stigma with some seriously exciting ideas about how to present a trade show that’s entertaining and relevant to attendees while providing big-time results to exhibitors and sponsors.

Large-scale trade shows, b-to-b conferences and trade show exhibitors have gotten a bad reputation over the years for producing too much waste and having too little regard for their impact on the environment. But over the last decade or so, the organizers and exhibitors at the annual Consumer Electronics Show (North America’s largest trade show and the world’s largest show for consumer technology) have been making strides to offset their carbon footprints as much as possible. 

Though Bell Helicopter’s booth at last month’s Heli-Expo at the Dallas Convention Center (Feb. 11-14) was nearly an acre in size, its integrated marketing strategy went well beyond its footprint to deliver results. The company’s program centered around a teaser campaign that drove more than 2,000 attendees to the reveal of its latest Bell 525 Relentless aircraft at the show and about 18,000 eyeballs (7,000 were non-employees) to the webcast version of the event.