Volkswagen's Targeted Test Drive
Volkswagen of America Inc. invites 12 automotive journalists to the French Riviera for an exclusive test drive of the fifth-generation Golf GTI and gets 12 rave reviews. |
Building Buzz Without Branding
Europa-Fachpresse Publishing House rejuvenates its flagship networking event for marketing professionals by provocatively stripping it of the attendees' bread and butter: brands. |
Ford Stops Traffic
When drivers think SUVs, they don't usually think 'green.' To turn the tide, Ford Motor Co. holds a series of events for police departments across the country and enlists their help to promote its new hybrid SUV. |
Xerox's Colorful Demand Strategy
To position itself as the leader in color technology and launch its new color printer, Xerox Corp. focused on convincing its customers that color means much more than pretty pictures – it means competitive advantage. |
Is That Sewer Pipe Taken?
To cut costs and put its product center stage, Ferguson Enterprises Inc. builds its event décor out of its own plumbing and building products. |
Beauty Mark
Kao Corp. uses the side of a 30-story hotel to make its mark on the Japanese media, not to mention 5,000 mesmerized consumers. |
Mystery in a Box
Royal Philips Electronics launches its new corporate identity and brand campaign with a strategic event that combines suspense, secrecy, and surprise. |
Hot Launch
Need a hot launch event for a cool product? Take a lesson from these four events that captivated the media and generated positive press. |
The Power of Authenticity
Ford Motor Co. lures media representatives to its product-launch event at the North American International Auto Show by capitalizing on its rich corporate heritage. |
Rebuilding a Reputation
In the aftermath of an accounting scandal and plummeting stock prices, Xerox Corp. uses a strategic product-launch event to regain credibility. |
