Throwing an event with a compelling branded experience is one of the best ways to generate attendance loyalty. Event Solutions named five high-profile events that have been so successful in branding, they’re brands in their own right. Each event has mastered a different category in brand recognition – check out what you can learn from the best when planning your next event.
- Creating Name Recognition: Super Bowl. “It’s become such a heralded occasion that fans want to own merchandise with the Super Bowl logo — how many event producers can say that about their event?”
- Branding through Change: Robin Hood Foundation Gala. “While the event’s objective remains the same from year to year, the décor allows for variety that keeps it exciting.”
- Incorporating Other Brands: NASCAR. “Sponsorship opportunities are considered for virtually every facet of a NASCAR race or event. From the cars themselves to the racing suits that drivers wear, the experience offers many ways for corporate brands to connect with the audience.”
- Letting the Event Create its own Brand: Macy’s Thanksgiving Day Parade. “While the Macy’s Parade has become so well-recognized over the years that it’s become a brand in itself, Kule says that what’s loved about it is that it’s remained so untouched. For that reason they’ve avoided merchandising and other elements that might push the parade as a brand.”
- Consistent Messaging: International Consumer Electronics Show. “One of the most basic, but important, things that we do every year is to produce a brand book that is distributed to anyone who might be involved,” says CEA spokesperson Tara Dunion.
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