brand launch
 Branding Without Borders
A Middle Eastern telecommunications provider re-launches itself as Zain Group and uses a live satellite presentation event to introduce the new brand to a global audience across four countries.
 multivenue eventSip and Learn
To bring wine from the realm of special occasions into the everyday experience for the average consumer, Robert Mondavi Winery dispatches its sommeliers on a multi-city tour that pairs wine tastings with educational sessions — and increases market share.
social media
 Seven Degrees of Socialization
Sun Microsystems Inc. executes a social-media strategy for its JavaOne conference, taking advantage of seven networking tools to market the event, extend its reach year-round, and enrich its developer community.
 portfolio
Three Problems, One Solution: Publicity Stunts
WE TV, Capcom Entertainment Inc., and Chrysler Group LLC borrow a page from P.T. Barnum’s book, executing their own awe-inspiring event spectacles that generate more than 70 million media impressions.
photo gallery
Starbucks Shares its Cup
Starbucks Corp. takes managers and field leadership personnel on a java journey during its Mega Leadership Show.
insight
 The ABCs of EventBLTs
Allison Saget, author of “The Event Marketing Handbook: Beyond Logistics & Planning,” explains her trademarked EventBLT concept — a three-pronged approach to event marketing that consists of brand recognition, lead generation, and thought leadership.
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