Automobile brands thrive on selling experiences. While some brands in the market sell themselves by offering their prospective customers dreamy experiences that they will have, a majority others market themselves by offering free test drives. And even though the last two decades have noticed a phenomenal shift in the innovations seen on the technological front of the automobiles, what has remained unchanged all these years is the same marketing strategy of offering free test drives. It is indeed true that almost all automobile brands follow the same marketing strategy these days. They invest heavily in ATL campaigns but when it comes to BTL engagements the only options available are either mall activations or test drives. What brand marketers of the industry do not realize today is the fact that since all brands follow the same strategy to cater to the same target audiences; they are not even giving their brands a reason to stand out differently from their competition. Thus it is high time that automobile brand marketers do away with the conventional test drive experience offering and rather innovate on the BTL front to spell success and establish a distinguished identity for their brands. Citing an example from a truly immersive and successful automobile engagement, In New York in 2011, Fiat hosted an event to reintroduce its brand in America after nearly three decades. The brand hosted a pop-up gallery during the New York International Auto Show, and then, months later, the car maker organized a large consumer campaign that brought a fleet of cars to Times Square and used an enormous screen to create an urban drive-in movie experience. The concept for the activation combined American culture of theaters and Times Square and the campaign was a huge success and brought Fiat as a brand back in the minds and hearts of consumers. Similarly, in 2013, Lincoln Motor Company hosted an 11-city Hello Again marketing tour centered on its new product MKZ. The program included a series of experiences for drivers to see their home cities from behind the wheel of the cars. In each city, guests signed up online for a tour time, then checked in at a venue known as the Hello Again Hub. They could then choose a car to drive or be chauffeured for a tour, led by a brand rep in a front car that provided directions by way of walkie-talkies in each car. In india too, Tata Motors took an initiative of organizing the T1 Truck Racing Championship. The experiential event not only garnered high sales figures but it has also resulted in Tata Motors successfully establishing itself as the most reputed automobile brand in the country. However such initiatives are a rare sight in the country as marketers of the domain today are hesitant to truly go all out in the race of experiential. Yes, it is an understandable fact that no car purchases are ever made without a hands on experience but automobile marketers today should also realize that there are more innovative and creative ways to showcase the features of their products. As it is often said, one cannot expect to be a winner among the dogs if they are running in the rat race similarly to establish their brand as the most successful ones brand marketers need to experience and engage their potential customers in more unique ways than the conventional methods.
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Rashi Entertainment emerged as a winner in the multi agency pitch & bid process by Delhi Tourism & Transportation Development Corporation to win the rights to conceptualize, execute & manage Swaraj Parv in Delhi from 14th – 16th Aug 2015 at Central Park, Connaught Place. Swaraj Parv will be a celebration of the 69th year of India’s independence and aims to capture masses with multifold cultural programs throughout the day and wide array of entertainment in the evening. The event will be inaugurated on the 14th Aug by the Hon’ble minister of Law, Arts & Culture Sri Kapil Mishra & chaired by Hon’ble Chief Minister of Delhi, Sri. Arvind Kejriwal and his deputy Sri. Manish Sisodia. Entertainment during the day will comprise of Kavi Sammelan, Bands & DJ while the evening capsule will have artists like Sonu Niigaam/ Sunidhi Chauhan, Ghazal Mushayra’s etc. Speaking about bagging the prestigious event, Rajeev Jain, Director, Rashi Entertainment says, "There is indeed a feeling of euphoria and pride in the team. Our pitch was driven by concept & creativity which set us apart from our co bidders” Speaking about the Logistics, he further elaborated "The logistical intervention required for an event of such a scale is put in perspective when you consider that we are expecting a footfall of about 2,00,000 people and an area of 5,00,000 Sq. ft. is to be fabricated on the theme of ‘Independence Struggle’ of India. All aspects of this event are being managed and executed by Rashi Entertainment, right from planning and celebrities to venue management, F&B and other logistics.
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The entry process for EEMAX Global 2015 awards are now open at http://www.eemaxglobal.com/ as EEMA through EEMAX Global aims to celebrate and honor the best events and experiential marketing projects from India and around the world. Interestingly, for the first time, entry for EEMAX Global 2015 are open to both EEMA and non-EEMA members from across the globe and applications are expected from agencies in India, Asia, Middle East, Africa, Europe, Australia, New Zealand and USA. In the latest development for EEMAX Global 2015, Sabbas Joseph, President EEMA, shared the winner determination process for the honor. The process will involve processing the award entries through: Shortlisting byScreening Jury headed by Michael Menezes, EEMA - Patron and including domain experts from amongst the EEMA NEC. Voting by the International Jury of Experts(weightage 75% of voting to determine winners from the shortlist) Voting by Jury of Peers (weightage 25% of voting to determine winners from the shortlist) The winner determination process will choose the winners in 27 categories that span entertainment events, social events, sporting events, weddings, exhibitions, digital marketing, CSR initiatives and government events. The EEMA NEC would adjudicate over entries for Education Programs in India. Jury mentoring duties will be fulfilled by EEMA NEC members, Sameer Tobaccowalla, Atul Nath and Sushma Gaikwad and hence the agencies led by them will not be participating in the EEMAX GLOBAL The rates for the application process are mentioned below. It is to be noted that the timelines set by the Awards Management Team are sacrosanct. Members Non-members Opening of entries 10 August 2015 10 August 2015 Early bird submissions for awards before EOD 17 Aug 2015 Rs. 5700 Rs. 8550 Closing of entries 25 August 2015 25 August 2015 Entry fee for awards between 18 - 25 Aug 2015 Rs. 6840 Rs. 9690 The EEMAX GLOBAL Awards are scheduled for 20 September 2015 at the Taj Lands End Mumbai, India and would be preceded by the EEMAX GLOBAL Conclave on Sept 19th and 20th at the same venue. The participation fee details to attend the event/s in the table below: Members Non-members Early bird participation fee for the full day - before 25 Aug 2015 Rs. 7000 Rs. 10000 Early bird participation fee for the award night - before 25 Aug 2015 Rs. 4000 Rs. 6000 Participation fee for the full day - after 25 Aug 2015 Rs. 8500 Rs. 12000 Participation fee for the award night - after 25 Aug 2015 Rs. 5000 Rs. 7500 To know about EEMAX Global award categories-http://everythingexperiential.com/eemax-global-2015-announces-award-categories-calls-for-entries/ If you have any suggestions, recommendations or concerns, connect with priya@eemaindia.com orsunil.mehra@eemaindia.com
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ABOUT Overlooking The Mediterranean stands The Phoenician Intercontinental. The three towers of the Hotel have all the demanding needs served in the vicinity. Beirut hotel situated close to the city’s banking and business district, shopping areas and the beautiful downtown. The arena consists of Indoor & outdoor pools, Spa services, to relax your senses A retail centre, serving all your needs The Dining section provides you with four different options from freshly prepared Lebanese to Thai cuisine. This destination promises not to make the journey monotonous. Local excursions like the Byblos, the oldest city in the world, and the natural wonder of Jeito Grotto, ensure that you take a dive into middle aged history and relish it. FEATURES Private Concierge Lounge Les cascades Lobby Lounge 3 Club Intercontinental floors with Exclusive club lounge benefits 33 Furnished Apartments Refurbishment Project of 3 luxurious Presidential suites (to be completed by July) Pillar less Grand Ballroom of 1311 square meters divided into 4 soundproof sections 11 meeting rooms newly renovated State of the art equipments 1800 guests/ theatre style Outdoor Pool/ Indoor Pool Fitness 24 hours 6 treatment rooms including wide variety of massages ( Ayurveda, Balinese, etc.) Mosaic restaurant, Oriental and International buffet Amethyste chill out lounge Wok W.O.K. Asian Restaurant Caffe Mondo Italian restaurant Eau De Vie restaurant Whisky mist Friendly and professional staff Phoenicia Intercontinental Po Box 11 Beirut , 846 Lebanon Front Desk +961-1-369100
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ABOUT A part of IRPPL’s (JV bet. Unitech Ltd. & IAL) entertainment city that is spread over 147 acres of land. Located in Central Noida (Near Noida Sec 18 metro station). Designed by the designers of Disneyland Certified for safety by TÜV NORD, a German certifying body involved with product safety for the European community Only Amusement park in India with the membership of India Convention Promotion Bureau (ICPB) which comes under the Ministry of Tourism. CONTACT Ayush Sharma | Dy. Manager- Sales INTERNATIONAL RECREATION PARKS PVT LTD Plot No.: A-2, Sector-38 A, Noida-201301, Tel: +91 8826138099/8800695188--120 4650000 (Ext.544)
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Event and Entertainment Management Association (EEMA), the apex body of the Indian event industry has announced the EEMAX Global Awards to identify, celebrate and honour the best events and experiential marketing projects from India and around the world. Entries for the EEMAX Global Awards are expected from agencies in India, Asia, Middle East, Africa, Europe, Australia, New Zealand and USA. The three level selection process, involves taking the award entries through a screening jury, a global jury and a peer voting by members of EEMA to choose the winners in 25 categories that span entertainment events, social events, sporting events, weddings, exhibitions, digital events, government events etc. Mr Sabbas Joseph, President- EEMA, shared, “The EEMAX GLOBAL Awards are a clear sign of India¹s event industry going global. Indian event companies are being retained by international clients and brands for development of activation programs as well as corporate events, mega public events and also sporting galas. EEMAX GLOBAL will signify a welcome to global agencies to showcase their work in India which is the fast-developing turf for global event programs.” The event industry in India has grown exponentially over the last two decades with several 1000 entities operating in this space, in various segments and levels across 100+ cities in India. EEMA is the first and only body of its kind, which seeks to bring together the country’ leading event management companies, entertainment professionals, artist management companies and international counterparts on the same platform. For the first time in its history, EEMA hosted a national fund-raiser in October 2014 called HUM HAIN … Ummeed-e –Kashmir across 4 major cities i.e. Delhi, Mumbai, Hyderabad and Chennai; that brought the collective efforts of its members, along with the Film and Television Producers Guild, Zee Network, United Way of India and several celebrities like Amitabh Bachchan, Aamir Khan, Ranbir Kapoor, Imtiaz Ali etc.for the re-development of Kashmir and Assam post the flood. The focus at EEMA has been to build engagement across the regions to ensure maximum participation and regional development and to continue its purpose it will host training workshops and webinars by various industry stalwarts for EEMA member-agencies on How To Submit Award Winning Entries. Apart from honoring the best within the event fraternity, EEMAX Global will also include presentations of a few award winning global case studies and entertainment from some of India’s finest music and acting talents. The presentation ceremony will be held in Mumbai, India in September 2015. The micro site for uploading award entries is now officially open. More information about the award categories and how to apply can be viewed at http://www.eemaxglobal.com/ AWARD CATEGORIES EVENTS Best Signature Event Best Public Event (Ticketed + Non-Ticketed) Best Televised Event Best Product or Service Launch Event Best MICE Event Best International Event Best Internal Event or Activation Best Event for the Govt Best CSR Event or Activation Initiative ACTIVATION Best Roadshow Activation Best Mall or Instore Activation Best Consumer Activation (Overall) Best School or Youth Activation Best Product Launch Activation Best Dealer Activation SOCIAL Best Wedding Best Social Event other than Weddings Best Destination Wedding Best Décor Design for a Wedding or Social Event SPORTS Best Ceremony for Sports Best Sports Team Activation Best Execution of a Sports Event IP Best New IP - Event or Activation Best IP - Event or Activation Best Integrated Communication Program for an IP DIGITAL & TECHNOLOGY Best use of Digital Marketing for an Event or Activation Best use of Technology for an Event or Activation Best Social Media Amplification or Mobile Application for an Event or Activation EDUCATION Best Event Management & Experiential Marketing Education Program
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Choosing a venue is probably one of the most basic but important steps when organizing an event.The ambience of a place really defines what the mood of the audience is going to be. Be it a sunny beach destination or a heritage site, the venue plays a huge role in defining the vibe. No wonder MICE is such an increasingly popular sector within events. We find out what these prominent experiential agencies focus on when deciding upon a venue...
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Sound.com as we all know has been India’s leading sound reinforcement company by providing sound to some of the most lavish concerts and events within the country. Since its inception in 1998, sound.com has maintained its status of not only being a sound provider but a solution based platform at the same time. In conversation with the man behind the great venture, Warren D’souza, here at EE we look at the importance of sound in our larger than life events.
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