CHALLENGE

To showcase the newly rebranded Ravenswood wine to trade professionals and “foodies.”

THE BIG IDEA

Design and produce a tasting booth.at the New York City Food & Wine Festival that reflects the new Ravenswood branding and engage consumers.

EXECUTION

To bring the brand’s themes of authenticity and rebellion to the set, GCM created a sampling environment constructed of reclaimed barn wood and custom panels featuring images of ravens flying overhead.  Promotional models took mini-Polaroids of guests and pinned them to a rustic bed frame which became a focal point in the booth.  The result was a unique space that stood out amongst all other exhibitors and created tremendous buzz with attendees.

RESULTS

• Awarded “Best In Show” by Event Design Magazine (http://www.eventmarketer.com/article/NYC_WineFoodFest)
• More than 10,000 samples were distributed during the three day event

CHALLENGE

Generate awareness and buzz for Warner Bros. properties during the 2012 Toy Fair in New York City.

THE BIG IDEA

Extend the Warner Bros. presence by serving free food and giving away premiums from branded food trucks.

EXECUTION

Grand Central Marketing created four food trucks with Warner Bros. entertainment properties branding and served up breakfast and lunch to Toy Fair attendees in front of the Javits Center entrance and outside key convention hotels.  GCM brand ambassadors handed out premiums including tattoos, mini figurines, and posters.  To leverage the hype for the summer’s highly anticipated Dark Knight Rises film, one of the truck’s graphics premiered a first look at the Caped Crusader’s newest flying vehicle, “The Bat.”   This release of new imagery from the heavily guarded film generated significant blogger and press coverage nationally.  To further increase exposure, the trucks drove around Time Square in the evenings and the DC Nation truck also made an appearance outside the Toy of The Year Awards at Alice Tully Hall.

RESULTS

• Served breakfast and lunch to more than 2,500 Toy Fair attendees
• Distributed more than 2,500 premiums
• Press coverage included the New York Times, Entertainment Weekly, Shock Ya Movies, and Film Drunk, among other Batman fan blogs
• 300,000 total estimated impressions
• 400+ Stories generated via Warner Bros. Facebook page posts including ‘likes,’ comments, and shares
• 40,000+ Twitter impressions
• Example tweets
  • Lauren (@paperelle): “Bye Toy Fair! It was fun browsing, hooray for friend passes Warner Bros. gave me a free cup of coffee from a Batman truck.”
  • Ryan Pominville (@RyanPom ): “@dancurto Did you see that Batman truck at the Toy Fair? Pretty neat.”

To see more images from this event visit the Grand Central Marketing Toy Fair Facebook Album page at: http://on.fb.me/xe6UwN

Thanks to Special Events Magazine for once again naming GCM one of the best agencies in the country!   More important is that our clients, partners, staff and vendors all agree.

I have never really thought about it at any length, so I had to stop and ponder the question.  As I was sitting at a bar holding a glass of The Glenlivet, I took a sip and I realized I don’t feel guilty drinking it.  Why?  Well, for one, it has only 64 calories and 0 carbs, and that puts a big smile on my face.  I also love the smell of grass and the sea and this strong peat aroma that is in some Scotch is very attractive to me.

So, there is my answer!  The next time someone asks me that question I will give a big smile and reply “why do you like to eat?”

My Scotchtoid of The Month: Queen Victoria had a dram of Scotch in her tea every day.  How queenly of her!

The Black Velvet RV Tour has begun its four-month road trip around the country.  Test your skills on our pop-a-shot, football toss or cornhole game.  And come inside the RV for our green screen photo experience and best of all, a free sample of Black Velvet and Black Velvet Reserve. Check out the Black Velvet Facebook page to find an RV stop near you!