Event Marketer Summer 2023 - 41

BEST EVENT ON A BUDGET
($500,000 TO $1 MILLION)
As residents of New York City and Chicago were battling winter
weather, The Palm Beaches swept in and swept them away
to the Golden Age of Travel with activations in both cities
that demonstrated the ease of traveling to the upscale beach
destination, and differentiated it as a more refined and relaxing
Florida getaway with fewer crowds. Anchored by vintage, Pan
Am-inspired jet plane installations, the experiences at Grand
Central Station in NYC and Union Station in Chicago aimed to
show consumers that true luxury travel can still be experienced
in The Palm Beaches.
The brand went all in to revive the Golden Age of Travel,
GOLD AWARD
CAMPAIGN: The Golden Age
of Travel
CLIENT: The Palm Beaches
PARTNER: Tucan Media Marketing
from brand ambassadors clad in custom-made retro flight
attendant uniforms to vintage luggage set pieces to an analog
flip board displaying real-time flight information from the cities
directly into Palm Beach International Airport, a campaign
partner that consistently ranks among the country's best
airports. Attendees enjoyed '60s-era playlists, sampled local
fare and received promo items and custom-printed booklets
as keepsakes. Meanwhile, a massive LED screen looped
inspirational videos from The Palm Beaches that transported
commuters to sunny shores.
When the campaign touched down, it had racked up 220
million impressions and a 104-percent increase in year-overyear
traffic to The Palm Beaches website.
BEST EVENT ON A BUDGET
($500,000 TO $1 MILLION)
With a 27-foot-long Airstream trailer and a mission to elevate
and own the s'mores moment, Ghirardelli rolled into markets
around the U.S. with a backyard campfire-inspired experiential
strategy that gave consumers in urban areas their first
experience roasting the treats-using its premium chocolate
squares, of course. A limited budget and open-fire permit
challenges were mere bumps in the road along a mobile tour that
came in under budget and well exceeded campaign objectives
when it finally parked.
In high-traffic areas over the span of 15 days, Ghirardelli
activated a premium s'mores-making experience with its sights
set on affluent urban adults and their families. The footprint
included Adirondack chairs, hedges, white picket fencing and
flooring, while music and classic backyard games kept attendees
entertained.
Four s'mores roasting stations were set up, each with a
SILVER AWARD
CAMPAIGN: Summer S'mores Tour
CLIENT: Ghirardelli Chocolate
Company
PARTNER: MELT
portable stove, flooring, chairs and disposable roasting sticks for
the marshmallows. The arrangement contributed to a relaxed
vibe that invited consumers to kick back for a while and not feel
overcrowded. With a seven-minute and 10-second average dwell
time, it seems the tactic paid off. Rounding out the experience
were to-go bags filled with the necessary ingredients to make
s'mores at home.
Ghirardelli ended up dishing out 14,549 samples across the
program, achieving 323 percent more than the starting goal of
4,500. Delicious.
eventmarketer.com
SUMMER 2023 EVENT MARKETER
41
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Event Marketer Summer 2023

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