Second Annual Experiential PR Program Attracts
Top Journalists and Consumer Brands
BOSTON, MASS. (October 9, 2007) – For the last month of the summer, more than 30 journalists enjoyed a three-day stay on Martha’s Vineyard, with wine tasting, boot-camp workouts, tennis lessons, jogging, sailing – and it was all hard work.
The Boston advertising and PR firm CerconeBrownCurtis recently concluded the 2nd Annual Summer House program on Martha’s Vineyard, which hosted journalists from such renowned media outlets as MTV, Good Morning America, NBC Today, Oprah, Men’s Health, Shape, Parenting and Sports Illustrated.
The house was fully equipped with soon-to-be-launched products that ranged from Chateau St. Michelle wine and Stonyfield Farms yogurt to Nalgene and Coleman outdoor gear. It provided the press with a true-to-life preview, experiencing the products in the setting for which they were intended, without the sometimes annoying push of PR pros.
“It was my first experiential trip, and any I will go on in the future will have a lot to live up to. The products, planning, logistics and house were all great,” said Lou Dubois of Sports Illustrated. “I truly learned a lot about some of the brands on display that I never would have without utilizing them in this unique environment.”
Now in its second year, the Summer House has become a cornerstone of the CerconeBrownCurtis approach to media relations and experiential marketing. “We firmly believe that what makes a brand and its products special is more than features and benefits, it’s the entire experience and micro-culture that surrounds it,” said Len Cercone, firm co-founder. “The Summer House allows us to create and authentic experience for the press, and then back off and let them decide for themselves if it’s right for their particular audience.”
Since launching in the summer of 2006, the Summer House and (its sister program Winter House in Park City) has attracted brands that include: Nalgene, Coleman, Gold Toe, New Balance, Cloudveil, Mountain Khaki, Sperry Top-Sider, Rossignol, Crocs, Kettle Chips, Zone Perfect Bars, Smart Water, Stonyfield, Costa Del Mar, Clarks, Donner, Lucy Yoga, Scout, Go Lite, Gold Toe, Chateu St. Michelle, Magic Hat, Madhouse Munchies, ICON Fitness, Ice-Breaker, Orvis, Insolia, Dansko, Sealy, Prince, Scott, Mizuno, Gold Peak, Insport, Tommy Bahama, Dearfoams, Volkl, Terrasoles and Airborne
“I have already had a steady stream of editor calls since the conclusion of the program and I’m sure there are more to come. It is safe to say all of CBC’s hard work is certainly paying off,” said Ann Walden, Coleman.
According to CerconeBrownCurtis, details of the 2008 Winter House will be announced in November. For more information on the Summer House or CerconeBrownCurtis, contact Noelle Guerin at 617-248-0680 ext. 10, or email www.Litle.com