Posts tagged with ‘sponsorship activation’
How YSL Beauty Charmed Gen Z at New York Fashion Week
New York Fashion Week looked different this year, and that was good news for consumers. The high-profile event typically draws 230,000 VIPs, but amid the pandemic, the size of the show was cut in half. The setup paved the way for sponsors like YSL Beauty to take a democratized approach to their activations, catering to...
How COVID Helped Democratize New York Fashion Week’s Sponsor Activations
After two virtual seasons, New York Fashion Week (NYFW) made a stylish return to an in-person format. The high-profile show, which ran Sept. 8-12, showcased 90-plus designers and, per usual, inspired a flurry of experiential activity. But it wasn’t quite business as usual. NYFW typically draws 230,000 people to the city, but amid the pandemic,...
Five Ways the Sports Sponsorship Landscape Will Evolve for Brands—and Fans—This Year
Throughout all of the goals, touchdowns, runs and points scored, and all of the tackles, blocks, catches and assists made, one very important thing has been missing from professional sports for the better part of the last 16 months: fans. For sports sponsors, the shuttered stadiums and limited game-day opportunities triggered by the pandemic required...
Three Outdoor Events Offer Insights on the Benefits and Challenges of Activating Al Fresco
Activating outdoors may come with its share of obstacles, but as the industry navigates year two of the pandemic, brands continue to prioritize outdoor events as a safer alternative to engaging their audiences in enclosed spaces. The advantages are clear: The CDC says it’s safer, attendees have a higher level of comfort, and outside settings...