 awards
Sixth Annual Corporate EVENT Awards
Honoring excellence in event-marketing strategy, this year’s four winners run the gamut from an extravagant theatrical showcase to a stripped-down media event. But the seemingly disparate event programs do have a couple of things in common — thoughtful execution paired with amazing results.
 awardsFashion Fiesta
Paco Rabanne, Amaya Arzuaga, and Elena Benarroch aren’t necessarily household names outside of their native Spain. So to increase awareness for the country’s fashion designers, the Spain-U.S. Chamber of Commerce Inc. fabricates a multi-store SoHo shopping spree that increases same-day and post-event sales by 20 percent.
 awards
Engineering an
Efficient Event
Eschewing the glitz and gimmicks of typical car shows and new model launches, Daimler Trucks North America LLC opts for a bare-bones press event that drives 16 million media impressions.
awards
 War Games
New recruits are literally the lifeblood of the military. In a battle to reinforce its dwindling ranks, the U.S. Army hits the road and deploys its Virtual Army Experience, luring 155,000 attendees and an estimated $3.4 million worth of publicity.
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Dream Job
Global Events ID Corp. S.L. reprises a decade-old client event to commemorate its 10-year anniversary with a technical-capabilities showcase that sells out to the public and generates 10 new contracts.
photo gallery
TV Land
Interactive kiosks, network personalities, and television memorabilia help NBC Universal put the “show” back in show business during its annual Upfront Experience, which results in a 55-percent increase in ad sales over the previous year’s event.
 INSIGht
The New
Mass Marketing
Jeff Howe, author of “Crowdsourcing,” explains that by looking outside the confines of your own company for ideas and input, you can improve your event strategies and create customized experiences for attendees.
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