The Progression of Innovation in the Event Marketing and Special Events Industry
Dominick, Lauren Alexa
Event Marketing , Special Events , Brand Storytelling , Event Planner , Event Design , Events , Experiential Marketing , Product Launch , Social Events , Advertising Agency , Consumer Engagement , Beats by Dre , Barkley Kalpak Agency , Jack Morton Worldwide , Inspira Marketing Group , Van Wyck , Agency AE , International Special Events Society , Special Events Magazine , Samsung Galaxy S4 Product Launch , Dell World , Courvoisier , New York City Ballet Gala , City Target
This public relations thesis provides an analysis of the current special events and event marketing industry. There is a common theme in the analysis, and it focuses on brands creating a story to share with their target market. This thesis will focus on five different event agencies that have used this concept in their events. A business overview is provided for each of the companies, as well as an example of an innovative event each company has produced. My own proposal for an event is included in the thesis. The event I propose uses prior knowledge and new ideas which I would create for a Beats by Dre's new product introduction. The following are the agencies that will be focused on: Barkley Kalpak Agency Jack Morton Worldwide Inspira Marketing Group Van Wyck Agency AE
Lauren Alexa Dominick is a marketing and public relations student at Western Connecticut State University. She plans on leading a career in event marketing and event design after graduation.