Global Focus: ABC Family runs New York showcase event

 Global Focus: ABC Family runs New York
showcase event
11 JUNE 2015 BY KIM BENJAMIN
The last case study in C&IT’s Global Focus series takes a look at ABC Family’s
showcase event for 400 guests, which took place in New York in April.
C&IT began its Global Focus with ‘The worldwide meetings comeback’,
describing how the meetings and events market is picking up, particularly in
China but also in North America, Latin America and the Asia-Pacific region.
1 We also look at three case studies where companies from around the world
brought their products and events to life in innovative and exciting ways…
US cable and satellite channel ABC Family wanted to showcase its new
programming with an event that reflected the personality of its target audience.
ABC Family Upfront, which took place on 14 April, was attended by 400 guests,
including the channel’s advertisers and the media.
Agency inVNT transformed the SIR Stage 37, a raw warehouse space in New
York, setting up a custom-built, curved stage with a 30ft runway. Presentations
and video content were viewed on a massive 12 x 21ft ‘hero’ screen surrounded by
19 smaller LED screens, enabling 20 simultaneous images to be features. Every
scenic and visual element aimed to replicate the energy and excitement of the
new line-up and brand refresh.
A two-minute video produced by inVNT’s creative team communicated ABC’s
new messaging by connecting the themes directly to the target demographic. The
agency also provided all on-site production elements including staging, technical
and A/V, venue management, food and beverage.
“inVNT understood what a big event this was for us,” says Laura Nathanson,
executive vice president, sales & marketing at ABC Family. “We were revealing a
fresh, new brand look, introducing a new executive leadership team and many
new programmes. The agency designed and delivered an event that brought our
brand to life while giving our executives the opportunity to shine.”
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