The document proposes a pop-up cooling station campaign called "Urban Oasis" for the Evian water brand. The campaign would establish a summer pop-up location in New York City's SoHo neighborhood, providing a relaxing oasis for pedestrians to escape the heat. The space would feature misting walls, an Evian hydration bar, educational exhibits, performances, and merchandise to promote Evian's message of living young, cool, and pure while cementing its identity as a lifestyle brand. The goal is to engage consumers and cultural influencers in New York and generate buzz through social media sharing of the experience.
This is a presentation done as a part of internship under Dr. Sameer mathur. It talks about the history and development of Evian and their stratergy to become world leaders
This document summarizes a marketing research project conducted for Evian water in 2010. An online survey was administered to gather information about consumers' bottled water purchasing habits and perceptions of Evian. Key findings included that most purchase bottled water at least once a week, often while at work, and consider quality and price as important factors. Younger consumers were identified as the most price sensitive. While seen as high quality, competitors like Crystal Geyser and cheaper private label brands were threats. Recommendations focused on emphasizing sustainability, targeting workplaces, enhancing the value proposition, and developing brand extensions.
Evian challenged Syndicate to re-establish the brand's relevance within lifestyle media and extend its "Live Young" campaign with a more accessible yet premium message in key markets. Syndicate's strategy included establishing partnerships within health/wellness, arts/culture and active fitness and creating content like a skateboarding event in Miami and fitness series in New York, Los Angeles and Miami. The campaign resulted in over 1.5 billion media impressions, social media growth, and $18 million in estimated ad value, far exceeding Evian's previous agency's results.
Evian is a French premium mineral water brand established in 1789. The document provides recommendations for Evian's branding strategy to further develop the market and enhance awareness of Evian as a luxury brand. A survey was conducted of 140 respondents from different age groups and income levels. The recommendations include out-of-home advertising, print ads promoting health and elegance, event sponsorships, celebrity endorsements, product placements, informational TV programs and roadshows, and emphasizing Evian's environmental commitments.
Evian brand identity prism as a part of brand management-Alkesh Dinesh Mody I...Kartik Mehta
It's relevant to mention that Evian, as a global brand, has an strong esteem in its country of origin and is considered a strong local brand, which may have helped in its success as a global brand. Consumers in France have known Evian for many years and have developed a close relationship with it.
Evian is the most famous still water in the french market, as it's also in the rest of the world. It has a premium status in the market, and usually is three times more expensive than other brands of spring water in France, and this gap can be even broader in the rest of Europe, e.g. in the UK, Germany and Belgium.
Evian is a French premium mineral water brand seeking to further develop the Hong Kong market. Research found only 50% of respondents had heard of Evian and brand awareness was low. The target segment is identified as high-income individuals willing to pay above HKD10 for bottled water. Positioning strategies aim to position Evian as a luxury brand that appeals to health-conscious consumers concerned with the environment. Recommendations include celebrity endorsements, glass bottles, and refill stations to promote Evian as an eco-friendly premium brand.
This is a presentation done as a part of internship under Dr. Sameer mathur. It talks about the history and development of Evian and their stratergy to become world leaders
This document summarizes a marketing research project conducted for Evian water in 2010. An online survey was administered to gather information about consumers' bottled water purchasing habits and perceptions of Evian. Key findings included that most purchase bottled water at least once a week, often while at work, and consider quality and price as important factors. Younger consumers were identified as the most price sensitive. While seen as high quality, competitors like Crystal Geyser and cheaper private label brands were threats. Recommendations focused on emphasizing sustainability, targeting workplaces, enhancing the value proposition, and developing brand extensions.
Evian challenged Syndicate to re-establish the brand's relevance within lifestyle media and extend its "Live Young" campaign with a more accessible yet premium message in key markets. Syndicate's strategy included establishing partnerships within health/wellness, arts/culture and active fitness and creating content like a skateboarding event in Miami and fitness series in New York, Los Angeles and Miami. The campaign resulted in over 1.5 billion media impressions, social media growth, and $18 million in estimated ad value, far exceeding Evian's previous agency's results.
Evian is a French premium mineral water brand established in 1789. The document provides recommendations for Evian's branding strategy to further develop the market and enhance awareness of Evian as a luxury brand. A survey was conducted of 140 respondents from different age groups and income levels. The recommendations include out-of-home advertising, print ads promoting health and elegance, event sponsorships, celebrity endorsements, product placements, informational TV programs and roadshows, and emphasizing Evian's environmental commitments.
Evian brand identity prism as a part of brand management-Alkesh Dinesh Mody I...Kartik Mehta
It's relevant to mention that Evian, as a global brand, has an strong esteem in its country of origin and is considered a strong local brand, which may have helped in its success as a global brand. Consumers in France have known Evian for many years and have developed a close relationship with it.
Evian is the most famous still water in the french market, as it's also in the rest of the world. It has a premium status in the market, and usually is three times more expensive than other brands of spring water in France, and this gap can be even broader in the rest of Europe, e.g. in the UK, Germany and Belgium.
Evian is a French premium mineral water brand seeking to further develop the Hong Kong market. Research found only 50% of respondents had heard of Evian and brand awareness was low. The target segment is identified as high-income individuals willing to pay above HKD10 for bottled water. Positioning strategies aim to position Evian as a luxury brand that appeals to health-conscious consumers concerned with the environment. Recommendations include celebrity endorsements, glass bottles, and refill stations to promote Evian as an eco-friendly premium brand.
The document discusses the promotion of Borsec 1.5 L in September 2013. It saw the highest intensity of promotion that month compared to November 2012, February, April and May 2013. Unlike 2011-2012 where it used a virtual lottery for promotion, in 2013 it used 100% trade promotion resources. The document provides contact information for further information or a live demo from the Leaflet Monitor Director in Romania.
This report analyzes potential international market opportunities for the German bottled water company Gerolsteiner Brunnen GmbH & Co. It finds that the Chinese market has the highest expected growth rates for bottled water sales and presents the best opportunity for expansion. The report recommends that Gerolsteiner initially export products to China to gain experience, then establish distribution through independent representatives. In the longer term, a joint venture with a leading Chinese bottled water company could allow Gerolsteiner to leverage local knowledge for further market penetration and growth in China.
Evian is a brand of mineral water from sources near Évian-les-Bains, France that is owned by Danone Group. It originated from the discovery in 1789 that drinking from a spring improved the health of the Marquis of Lessert. The brand grew as local doctors prescribed the water. Today, Evian creates fun and eye-catching print ads using humor and engaging images to appeal to wide audiences and promote its message of staying young by drinking the water. The ads employ bright colors and consider different skin tones to include people of all races.
Evian manages the mass communication of its bottled water brand across 140 countries. It has a net worth of $1.027 billion but consumers are turning to less expensive brands, requiring Evian to reconstruct its premium and luxury brand image. Previous ad campaigns featured babies on rollers or a message to "reconnect with your inner child." Future campaigns will need to consider target markets, crowd psychology, cultural factors, and economic conditions to reposition Evian as a premium luxury brand.
Branding, social media and your job search march 2017 actccSarah Rach
What is branding? Is social media really a thing? How does this help my job search? Find answers to these questions and tips on how to make your social media accounts more professional.
The document discusses how to use the DateDiff function in MS Access to calculate the difference between two dates in days. It provides an example of a query that calculates the number of days each costume was rented by subtracting the start date field from the end date field in a rental table using the DateDiff("d", StartDate, EndDate) expression. It also explains how to change the autogenerated field name to a more meaningful heading.
The document provides an overview of the history and operations of Nestle. It discusses how Nestle began experimenting with cow's milk combinations in the 1860s in Switzerland and introduced products in 1867. It later grew to become the world's largest food company with over 650 factories globally. The document outlines Nestle's expansion through acquisitions and various brands over time. It also discusses Nestle's presence and brands in Asia and Pakistan specifically.
Procter & Gamble reported $78.94 billion in sales and $12.74 billion in net income for the fiscal year, with a market capitalization of $186.63 billion. The company shifted its branding strategy from focusing only on functional benefits to creating inspirational brands that consumers find inspiring. It also increased advertising spending in 2010 with a $1 billion increase and 20% more media impressions, shifting dollars to digital advertising to broaden its audience.
Nestle & docomo ( presentation on a product and service brand which is popula...Salu P Kumar
- Nestlé's relationship with India dates back to 1912 when it was known as The Nestlé Anglo-Swiss Condensed Milk Company Ltd. It is now the world's largest food and beverage company.
- Nestlé India is a subsidiary of Nestlé S.A. of Switzerland and is engaged in manufacturing, marketing, exporting and sales of food and beverages across India.
- It has seven manufacturing facilities in India and exports products to countries like Russia, Australia and Africa. Nestlé India enjoys annual sales of over 5000 crore with around 20% growth in the last 2 years.
Evian – Leveraging the Web to Become a Top Global Brand AgainBSI
- Evian is a bottled water brand that is seeking to become a top global brand again by leveraging the web.
- In 2010, Evian launched a viral marketing campaign featuring baby videos on YouTube to boost its image and sales.
- The campaign was highly successful, generating over 100 million video views and significant increases in brand awareness, preference, and sales volumes.
The document summarizes the operations of Danone in Russia over the past 20 years. It states that Danone was one of the first companies in the Russian market in 1992 when it opened its first store in Moscow. It established its first factory in Tolyatti in 1998. In 2000, it opened another factory and in 2010 it merged with Unimilk, becoming the largest dairy producer in Russia. Currently, Danone in Russia has over 15,000 employees, 22 factories, and 10 brands. It also discusses Danone's social projects in Russia and provides details on its baby nutrition and medical nutrition divisions.
Integrated Marketing - Making Online and Offline WorkI Spy Marketing
Strategies of Integrated Marketing explained.
Louise holder, I Spy Account Exec, explores the online and offline marketing strategies of 2 well known online insurance companies.
The document presents key words for advertising groups of Nestle products including chocolate and confectionery, milk products and beverages. For each product line, 5 key word phrases are listed along with their predicted cost per click, global monthly searches, and local monthly searches. The keywords were chosen by the marketing manager based on factors like low competition, high search volumes, and lower cost per click to maximize visibility and minimize advertising costs.
Country report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIAsiva prasad
In this project i have compared two mineral water bottle company's one is Evian from United Kingdom and Bisleri from India where i have compared the marketing strategies of both the companies and a SWOT analysis, porters 5 force analysis and recommendations for both the companies.
This document summarizes an Evian campaign called "The Wimbledon Wiggle" where they named and spread the cheeky booty-shake players do while awaiting a tennis serve. They created a music video and Facebook app where fans could upload and vote on their wiggle videos for prizes. Celebrities and over 80,000 people participated, reaching 90 million people total through social media and news coverage. The campaign aimed to own the conversation at the popular Wimbledon tournament through this fun, spreadable dance move.
iStrategy AMS 2011 - Michael Aidan, EvianiStrategy
iStrategy Amsterdam 2011 : Michael Aidan, Global Brand Director, Evian - Reinventing a Global Brand Through Digital (Day One - Split Stream Interactive Workshops)
If your company is not using social media, you are simply ignoring the conversation already happening online. Customers, prospects, and thought leaders are talking about your company and industry using tools like Facebook, Twitter, and other social media sites. It is critical that you monitor and engage in these conversations to manage your brand online.
The document discusses the promotion of Borsec 1.5 L in September 2013. It saw the highest intensity of promotion that month compared to November 2012, February, April and May 2013. Unlike 2011-2012 where it used a virtual lottery for promotion, in 2013 it used 100% trade promotion resources. The document provides contact information for further information or a live demo from the Leaflet Monitor Director in Romania.
This report analyzes potential international market opportunities for the German bottled water company Gerolsteiner Brunnen GmbH & Co. It finds that the Chinese market has the highest expected growth rates for bottled water sales and presents the best opportunity for expansion. The report recommends that Gerolsteiner initially export products to China to gain experience, then establish distribution through independent representatives. In the longer term, a joint venture with a leading Chinese bottled water company could allow Gerolsteiner to leverage local knowledge for further market penetration and growth in China.
Evian is a brand of mineral water from sources near Évian-les-Bains, France that is owned by Danone Group. It originated from the discovery in 1789 that drinking from a spring improved the health of the Marquis of Lessert. The brand grew as local doctors prescribed the water. Today, Evian creates fun and eye-catching print ads using humor and engaging images to appeal to wide audiences and promote its message of staying young by drinking the water. The ads employ bright colors and consider different skin tones to include people of all races.
Evian manages the mass communication of its bottled water brand across 140 countries. It has a net worth of $1.027 billion but consumers are turning to less expensive brands, requiring Evian to reconstruct its premium and luxury brand image. Previous ad campaigns featured babies on rollers or a message to "reconnect with your inner child." Future campaigns will need to consider target markets, crowd psychology, cultural factors, and economic conditions to reposition Evian as a premium luxury brand.
Branding, social media and your job search march 2017 actccSarah Rach
What is branding? Is social media really a thing? How does this help my job search? Find answers to these questions and tips on how to make your social media accounts more professional.
The document discusses how to use the DateDiff function in MS Access to calculate the difference between two dates in days. It provides an example of a query that calculates the number of days each costume was rented by subtracting the start date field from the end date field in a rental table using the DateDiff("d", StartDate, EndDate) expression. It also explains how to change the autogenerated field name to a more meaningful heading.
The document provides an overview of the history and operations of Nestle. It discusses how Nestle began experimenting with cow's milk combinations in the 1860s in Switzerland and introduced products in 1867. It later grew to become the world's largest food company with over 650 factories globally. The document outlines Nestle's expansion through acquisitions and various brands over time. It also discusses Nestle's presence and brands in Asia and Pakistan specifically.
Procter & Gamble reported $78.94 billion in sales and $12.74 billion in net income for the fiscal year, with a market capitalization of $186.63 billion. The company shifted its branding strategy from focusing only on functional benefits to creating inspirational brands that consumers find inspiring. It also increased advertising spending in 2010 with a $1 billion increase and 20% more media impressions, shifting dollars to digital advertising to broaden its audience.
Nestle & docomo ( presentation on a product and service brand which is popula...Salu P Kumar
- Nestlé's relationship with India dates back to 1912 when it was known as The Nestlé Anglo-Swiss Condensed Milk Company Ltd. It is now the world's largest food and beverage company.
- Nestlé India is a subsidiary of Nestlé S.A. of Switzerland and is engaged in manufacturing, marketing, exporting and sales of food and beverages across India.
- It has seven manufacturing facilities in India and exports products to countries like Russia, Australia and Africa. Nestlé India enjoys annual sales of over 5000 crore with around 20% growth in the last 2 years.
Evian – Leveraging the Web to Become a Top Global Brand AgainBSI
- Evian is a bottled water brand that is seeking to become a top global brand again by leveraging the web.
- In 2010, Evian launched a viral marketing campaign featuring baby videos on YouTube to boost its image and sales.
- The campaign was highly successful, generating over 100 million video views and significant increases in brand awareness, preference, and sales volumes.
The document summarizes the operations of Danone in Russia over the past 20 years. It states that Danone was one of the first companies in the Russian market in 1992 when it opened its first store in Moscow. It established its first factory in Tolyatti in 1998. In 2000, it opened another factory and in 2010 it merged with Unimilk, becoming the largest dairy producer in Russia. Currently, Danone in Russia has over 15,000 employees, 22 factories, and 10 brands. It also discusses Danone's social projects in Russia and provides details on its baby nutrition and medical nutrition divisions.
Integrated Marketing - Making Online and Offline WorkI Spy Marketing
Strategies of Integrated Marketing explained.
Louise holder, I Spy Account Exec, explores the online and offline marketing strategies of 2 well known online insurance companies.
The document presents key words for advertising groups of Nestle products including chocolate and confectionery, milk products and beverages. For each product line, 5 key word phrases are listed along with their predicted cost per click, global monthly searches, and local monthly searches. The keywords were chosen by the marketing manager based on factors like low competition, high search volumes, and lower cost per click to maximize visibility and minimize advertising costs.
Country report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIAsiva prasad
In this project i have compared two mineral water bottle company's one is Evian from United Kingdom and Bisleri from India where i have compared the marketing strategies of both the companies and a SWOT analysis, porters 5 force analysis and recommendations for both the companies.
This document summarizes an Evian campaign called "The Wimbledon Wiggle" where they named and spread the cheeky booty-shake players do while awaiting a tennis serve. They created a music video and Facebook app where fans could upload and vote on their wiggle videos for prizes. Celebrities and over 80,000 people participated, reaching 90 million people total through social media and news coverage. The campaign aimed to own the conversation at the popular Wimbledon tournament through this fun, spreadable dance move.
iStrategy AMS 2011 - Michael Aidan, EvianiStrategy
iStrategy Amsterdam 2011 : Michael Aidan, Global Brand Director, Evian - Reinventing a Global Brand Through Digital (Day One - Split Stream Interactive Workshops)
If your company is not using social media, you are simply ignoring the conversation already happening online. Customers, prospects, and thought leaders are talking about your company and industry using tools like Facebook, Twitter, and other social media sites. It is critical that you monitor and engage in these conversations to manage your brand online.
Fashionista Chic Couture Maze & Coloring Adventures is a coloring and activity book filled with many maze games and coloring activities designed to delight and engage young fashion enthusiasts. Each page offers a unique blend of fashion-themed mazes and stylish illustrations to color, inspiring creativity and problem-solving skills in children.
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Evian Summer Oasis
1. Liv e Young L i v e Cool L i v e P u r e
UR B AN OAS I S
S U M M E R P O P - U P C O O L I N G S TAT IO N
PREPARED ON: MARCH 31, 2012 MOSAIC PRODUCTIONS NYC
PREPARED FOR: EVIAN/ DANONE GROUP
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2. Liv e Young L i v e Cool L i v e P u r e
TABLE OF CONTENTS
Campaign Overview
Evian’s Legacy
Evian Today
The Concept: Urban Oasis
The Opportunity
The Experience
Programming/ Entertainment
‘The Trip’
The Site
The Results
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3. Liv e Young L i v e Cool L i v e P u r e
Campaign Overview
Live Young, Live Cool, Live Pure is a fully integrated, interconnected social, digital and
physical campaign, designed to augment Evian’s current brand identity and garner new
brand equity by engaging an influential target consumer set in innovative, interactive ways.
The campaign will educate the consumer on Evian’s points of differentiation, establish
Evian as a holistic lifestyle brand, and create organic buzz through earned, owned and viral
media.
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A TIMELING OF EVIAN’S SOCIAL CONSCIENCE AND QUALITY
evian urban oasis
?
1789 1909 1926 1962 1999
2012
Evian’s Legacy: Quality and Social Significance
Evian’s brand legacy is built on the pillars of altruism and quality. Through its charitable
initiative, Evian Protection Water Institute, Evian simultaneously aligns itself with the
charitable causes of the world’s water-defenders and combats the increasingly negative
stigma surrounding the world of bottled water. For years, Evian has developed equity
based on superior quality and taste, bottling the purest water in the world and distributing
it to the world’s most discerning quenchers, but that’s no longer enough. In today’s
hyper-competitive, over-saturated marketplace, brands have to stand for more than just
quality, they have to stand for a lifestyle.
Today, the only way to reach an increasingly critical consumer set is to take a holistic
approach to consumer living. Evian’s Urban Oasis does just that.
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5. Liv e Young L i v e Cool L i v e P u r e
Evian Today
Today, Evian’s messaging is targeted toward an active consumer set, instilling in its audience
the idea of self-improvement through hydration. ‘Live Young’ has established Evian as the
the single most energizing hydrator available on the market today, the energizer bunny in a
bottle.
Evian’s Urban Oasis will cement that brand identity by
actualizing the theoretical, bringing the ‘Live Young’
message to life, reenergizing the summer streets of New York.
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6. Liv e Young L i v e Cool L i v e P u r e
SOHO
The Opportunity
Summertime in New York City: The perfect amalgam of overcrowded streets and overtired,
overworked, overheated pedestrians. Weary shoppers and street-goers search for a place they
can relax, a safe haven from the overpowering sun, a bathroom without the hassle of an
overpriced coffee, a place to sit and recharge before continuing on to tackle the day.
Evian’s Urban Oasis is that place.
URBAN OASIS
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7. Liv e Young L i v e Cool L i v e P u r e
The Concept: Urban Oasis
A pop-up cooling station in New York City’s trendiest, most crowded neighborhood,
providing a chic, relaxing refuge from the city’s summer heat, distributing branded collat-
eral and establishing a clear brand identity among The City’s loudest, most influential
cultural voices, will further Evian’s current brand identity, garner new brand equity, and
inform the trendsetters and tastemakers of New York’s SoHo that Evian is more than just a
water, it’s a lifestyle.
Evian’s Urban Oasis will be the place to Live Young, Live Cool, Live Pure.
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8. Liv e Young L i v e Cool L i v e P u r e
HIDE MISTING MACHINES BEHIND WALL
1
2
3
PORTABLE, LIGHTWEIGHT WALL/ BAR TOP PERFORATED WITH EVIAN BRANDING ALLOWS FOR THE FULL INTEGRATION OF THE EVIAN EXPERIENCE
CAN BE QUICKLY ASSEMBLED INDOORS AND OUTDOORS ALLOWS TRANSFER OF MIST AS WELL AS BACK LIGHTING 1. EVIAN MISTING WALL
TO CREATE ATMOSPHERE 2. EVIAN STOCKED BAR
3. EVIAN WAITRESSES
The Experience
Combining Evian’s legacy as a worldly, charitable, and considerate purveyor of the world’s
purest drinking water with today’s brand identity as ‘the water that zooms’, Evian’s Urban
Oasis will serve as a hybrid education center and human charging station, allowing passersby
to escape the heat, recharge, rejuvenate, rehydrate, and Live Young.
Consumers will be treated to Evian’s equivalent of an oxygen bar, a social destination
conducive to chance encounters and a relaxing center to rest up.
The stations will be elegantly disruptive, catching the attention of passersby without inundating
them with branded material.
EVIAN’S URBAN OASIS WILL BE PART LOUNGE, PART SPA, PART EDUCATION... A TRUE LIFESTYLE CENTER
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9. Liv e Young L i v e Cool L i v e P u r e
PROGRAMMING/ ENTERTAINMENT
The centers will be fully branded, featuring:
-Educational platforms
-Gallery style photography and video exhibits
-DJ’s
-Branded collateral booths
-Phone charging stations
-Greywater bathrooms
-Misting wall
-‘Live Young’ T-Shirt Booths
-All proceeds from the T-Shirt Booths go to Evian’s charity, the Evian Water Protection Institute
-Hydration Bar
-Brand ambassadors
-Informational collateral
-Live performances
-Photobooth / Photo studio
-Branded social media wall
-Photo aggregator, Twitter streams
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