Date: Thursday, December 14, 2023
Time: 11:30 am – 12:30 pm ET
A successful experiential event or campaign can solidify a brand or organization’s presence in media and the minds of consumers. The PR piece for experiential is essential, encouraging audience engagement before, during and after the campaign. Proper communication can result in viral media posts and landings, a stronger bond with a current loyal audience, and the acquisition of newer, enthusiastic followers.
In this session you will learn:
- How to establish your brand as a seasonal staple (see Kings Hawaiian’s “Roll Home in Style” campaign)
- Increasing traffic and sales lift through proper experiential communication
- The difference between experiential and event PR
- Who needs to be involved on the experiential PR team
- Why an organization/brand would want to do an experiential campaign
Vice President of Brand & Experiential
Bio to come
Founder and CEO
The Brand Agency
After managing events, creative communications, celebrities and press relations for over a decade at the largest independently owned Public Relations firm in the United States, Martinez launched The Brand Agency in 2015. Her experience conceptualizing digital campaigns and brand strategies for corporate clients like Tiffany & Co., GUESS, Restoration Hardware, Nintendo and InStyle prepared her transition into CEO and founder.
Following the launch of her full-service agency, Martinez quickly started servicing clients like Samsung, Amazon Prime Video, ELLE Magazine, K-Swiss, LVMH and L’Oreal’s NYX Cosmetics. She also works with non-profits, including the California Fire Foundation and Elizabeth Glaser’s Pediatric AIDS Foundation.
Her career accomplishments include, ideating and executing communications for GUESS’ first-ever fashion week; working on Nintendo’s foray into celebrity outreach; and taking PAPER magazine to Coachella for the first time via a globally acclaimed activation with Kylie Jenner. She also oversaw PR for Covergirl’s first West Coast event, and orchestrated three separate New York Times best seller campaigns.
HUNTER (Kings Hawaiian)
I’ve been at HUNTER for more than 16 years and am currently the Managing Director of the agency’s Food + CPG practice. Regarding the King’s Hawaiian Roll Home in Style campaign, I led the team that concepted the idea, developed the strategy and executed the campaign. I am the senior strategist and client relationship manager for the King’s Hawaiian account at Hunter.
In addition to the Roll Home in Style campaign, I played an integral part in the creation and execution of the King’s Hawaiian Breakfast Bungalow in 2020. I also led the creation and execution of Cacique Foods’ What’s Next in Mexican Cuisine. The multi-year campaign celebrated the profound impact Mexican culture and cuisine has in America by partnering with a panel of the world’s top culinary talent to release predictions for What’s Next in Mexican Cuisine from 2018 – 2021. In addition to the trend predictions, the campaign included star-studded round-table events where consumers could ask the experts questions and taste the trends for themselves.
Nicole Schuman is a senior editor for PRNEWS, where she reports on all things communications, with a fondness for the news, sports and food industries.
Prior to joining PRNEWS, Nicole worked in the social media industry for over 10 years, with brands like Aol (now Oath), About.com (now DotDash), Kaplan Test Prep, WSJ Custom Studios and more. In her spare time she writes freelance journalism pieces for travel and food publications, as well as strategizes how to increase Instagram followers for her cat.