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Events

11 Pointers for Demystifying Celebrity Marketing

Eagles Concert MSG Video Final4Celebrity marketing has become even more complicated since the rise of social media, with new players and platforms at every turn. So it was a hot topic during the opening day of Advertising Week in New York on Monday. Two panels provided not only the vantage point from marketers and agency talent pros, but also the view from a couple celebrities.

Celebrity Storytelling in a Social World: moderated by WhoSay’s CEO Steve Ellis, with panelists Peggy Walter, celebrity services, Leo Burnett, Orlando Jones, comedian and actor, and Anson Mount, actor from AMC’s Hell on Wheels.

The New Science of Celebrity Marketing: moderated by Nina Tsang, editorial director of Celebrity Intelligence, with panelists Jeff Chown, president of celebrity acquisition, The Marketing Arm, Thomas Burkhardt, VP global marketing, Coty Prestige, and Rob Gregory, chief revenue officer, WhoSay.

Their takes on the many facets of celebrity marketing provide a 360 degree perspective, and below are selected takeaways and comments:

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Mediabistro Course

Public Relations

Public RelationsStarting October 1, learn how to get your foot in the door and launch your PR career! Taught by the former VP of Corporate Communications at Playboy Enterprises, Linda Marsicano will teach you how to draft pitch letters and press releases, develop and implement PR plans, garner media coverage, and other skills you need for a successful career in public relations. Register now!

TripAdvisor’s Jetsetter Brand Soars into Hashtag Heaven with #Jetsettering

Jetsetter Image FinalCatchy hashtags aren’t new to Aaron Clossey, social media manager at Jetsetter, the travel arm of Gilt Groupe that TripAdvisor acquired last year. After all, his personal twitter handle is #clossboss. So when he needed an evergreen hashtag for brand users to rally around, he used the simple yet action-oriented #jetsettering. Members of the site have responded in force with tweets and photos of activities ranging from snorkeling to canal rides in Venice.

Clossey presented recently at BDI/Business Development Institute’s Food, Beverage and Hospitality Social Media Marketing Summit in New York about Jetsetter’s efforts to harness visual social media content. The brand’s initiatives have involved contests, partnerships and influencers, all in keeping with its whimsical, irreverent persona.

While Jetsetter got its start with exclusive flash sales in the luxury travel segment for its invitation-only upscale subscriber members, the brand has evolved since then. “We’re a lifestyle brand, not just an OTA”, [online travel agent] Clossey said. Now Jetsetter also does personal travel planning, for trips like honeymoons. In addition, the brand offers a trove of content on its site that’s accessible to more than its current 20 million members.

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10 Pointers for Navigating the Measurement Maze

High Line Punctuation Sculpture FinalSince measurement is such an integral yet complex part of PR and social media, it has merited an entire week of events in New York. Cision Vocus is hosting morning sessions as part of AMEC Measurement Week 2014. PRNewser is following suit with the continuation of a multi-part series on the topic with featured event speakers. Recently we explored measurement’s future with Rebekah Iliff of AirPR and with Peter Himler of Flatiron Communications.

Now we’re reporting on yesterday’s presentation with Mark Schaefer, author and founder of Schaefer Marketing Solutions as well as a panel moderated by Himler that included Heidi Sullivan of Cision Vocus, Shonali Burke of Shonali Burke Consulting, Chris Penn of Shift Communications and Sharam Fouladger-Mercer of AirPR. They had different takes on various aspects of measurement and metrics, as captured in selected comments:

1. Measure or perish:

In response to those who say you don’t need to measure social media: There’s an implied value to everything and you’d better measure it. (Schaefer)

2. Re-focus on dual value:

Much social media value that’s created is qualitative, not quantitative. Intangible business benefits include building worthwhile relationships and increasing brand awareness. We spend too much time on spreadsheets, not on the human pulse of social media. (Schaefer)

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Peter Himler on The Future of Measurement

measurement 2

In case you missed it, the newly united Cision/Vocus is hosting a big event in New York next week to discuss the topic that won’t go away: measurement.

Earlier this week we asked friend of the site Rebekah Iliff, CSO at AirPR, for her opinions on the future of the practice.

Today we have another take on the same topic from veteran Peter Himler: blogger, influencer, industry veteran, Balthazar fan and founder of Flatiron Communications.

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Did U2 Get Upstaged By The iPhone?


For those with iTunes, Beats Music and iTunes Radio access, you’ve probably noticed something new and interesting floating around: a new U2 album. Hey now! This is big news. It’s been five years since U2 had an album of new songs. And this is the band that made “I Still Haven’t Found What I’m Looking For,” easily one of the best songs ever. But it hasn’t been met with quite the fanfare one would expect.

That’s not a comment on the music, but rather on the release. U2 both announced and released the album during yesterday’s big Apple event. This was an event that featured the iPhone 6, the Apple Watch, Apple Pay and this guy. There’s only so much information that we can digest at one event.

As a result, the album release for one of the biggest bands in the world has been a little muted.

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Designer Veggie Couture Spices up the Runway at Project SUBWAY’s Fashion Show

2014 Onion Runway FinalWhen an onion graced the runway at Nolcha Fashion Week in New York on Tuesday, those in the front row weren’t crying. Instead they broke into peals of laughter, since the onion was a novel dress and hat ensemble designed for the second Project SUBWAY contest.

This year ten up-and-coming designers and FIT students were challenged to create unique dresses inspired by vegetables found at SUBWAY® restaurants. Among the healthy fashion creations: spinach, banana pepper, tomato, jalapeno, lettuce, carrot, cucumber and green pepper. At last year’s show, designers created dresses made of non-edible materials from SUBWAY®, like sandwich wrappers, napkins and salad bowls.

Judging the contest was a tall order, and the panel included Oklahoma City Thunder basketball player Russell Westbrook, Olympic gymnastic champion Nastia Liukin, TV personality Bella Thorne and celebrity stylist Johnny Wujek. They critiqued the designs based on creativity, originality, beauty, fit and best representation of the vegetables, and remarked about the green pepper’s ‘aggressive’ shoulders and hourglass shape, the lettuce’s see-through design and the red tomato’s sparkle.

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Is an Infinity Scarf Appropriate Event Attire?

infinity scarfIn the midst of all the excitement about the new iPhone 6 devices and the Apple Watch, there was one person who managed to steal a little bit of thunder. He’s a game developer and he took the stage to talk about something that clearly very few people cared about because I just looked at a number of stories and could not find one mention of what this man talked about.

However, there was so much chatter about that purple infinity scarf that he got a hashtag, #scarfguy, and, of course, the scarf has a Twitter handle, though there is only one lonely tweet there.

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Q&A: Is the Future of PR Measurement Already Here?

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In case you weren’t aware, measurement will only grow more important in our industry moving forward.

In case you also weren’t aware, next week will be Measurement Week 2014 in our fair New York City thanks to a PR soiree hosted by Cision/Vocus that will include a slew of marquee names.

Leading up to the event, we spoke to two of the featured speakers to get their takes on the state of measurement: where it is now and where it needs to go.

First up is friend of the site and AirPR chief strategy officer Rebekah Iliff (follow her on Twitter; she’s quite good).

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#AppleLive Event Encountering Some Technical Difficulties

Apple may aspire to “control” journalists in some ways, but it’s tough to prevent viewers from commenting when the world’s most-watched live stream keeps crashing, broadcasting Chinese translations over Tim Cook’s voice and creating some trippy visuals:

More fun after the jump.

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NYC Celebrity Chefs Hold Court During U.S. Open’s Taste of Tennis Week

Celeb Chef Tennis Players Behind Net FinalThis year Taste of Tennis has grown into a feast, expanding from a one-night culinary party into a week of food experiences leading up to the U.S. Open, which starts today. Indeed, associations between food and tennis have evolved greatly since the Seinfeld episode where George Costanza was caught on camera, face smeared by an ice cream sundae, while eating at the National Tennis Center’s food court during the Grand Slam tournament.

The 15th annual Taste of Tennis gala was the signature offering, featuring small plates prepared by several top local chefs, musical entertainment along with appearances by elite tennis players and celebrities. Among the surrounding events was the Celebrity Chef Tennis Challenge, held at the Midtown Tennis Club. The round-robin style mixed doubles tournament paired chefs and restaurateurs with local players. At another fete, Party with the Pros, guests enjoyed food, signature cocktails and live music, while they mingled with top names in tennis.

We spoke with Penny Lerner, CEO of AYS Sports Marketing, the event management company that organizes Taste of Tennis, about the strategy behind the new weeklong ‘food fusion’ program, while we sampled the Celebrity Chef Tennis Challenge event. Below are takeaways.

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