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In celebration of the 25th anniversary of “The Magic School Bus” series, Scholastic on Oct. 20 invited a class of second-graders from the United Nations International School to Pier 84 in Manhattan where the magical school bus rose from the Hudson River on a barge to serve as the backdrop for an oceanic themed lesson. The bus, which is part of an ongoing tour, traveled from Kingston, NY, to Manhattan on a barge pulled by a tugboat and docked at the branded bus stop at the Pier. From the barge emerged Ms.

Ruud Janssen has a background in marketing in the hospitality, meetings and events industry and is the founder and owner of The New Objective Collective, which counsels organizations on using live and digital strategies as part of their event programs. He’s a partner with The Event ROI Institute, and hosted Event ROI Week in London last month. Janssen is also an accredited trainer for MPI Global Training+. Here, he talks about social media-driven ROI at events and offers six ways to get a social media plan in place.

 Shape magazine last week celebrated its 30th birthday with a party in New York City that feted clients, showcased sponsors and honored Jane Fonda in a special ceremony as one of five women who exemplify an active lifestyle. Fonda was one of the magazine’s original cover girls. 

Major concert tour sponsorships can be powerful platforms for developing an affinity between passionate music fans and your brand. But if the tour turns out to be a one-time gig with a group of disparate co-sponsors, is it really worth the investment? Corona and Hooters are two brands that have discovered the value of building brand synergy and a long-term relationship with major recording artist Kenny Chesney that fits both Chesney and the brands like a well-worn cowboy hat.