Northstar

Jul-Aug 2016 41 meetings & conventions • mcmag-asia.com Before Lisa Borromeo Checchio joined the Parsippany, N.J.-based Wyndham Hotel Group as vice president of brand marketing this past August, she was director of brand management and advertising for JetBlue Airways Corp. Not only did she oversee the launch of the carrier's award-winning "Air on the Side of Humanity" campaign, she was the creative brain behind the launch of Mint, the airline's premium cabin service, which debuted in 2014. To promote Mint, Borromeo Checchio created the Mint Room at The Grove, an outdoor mall in Los Angeles. With JetBlue crew members as staff, consumers got to test out the airline's new lie-flat seats; sample Long Island duck, poached pears and English pea soup from its inflight small-plates menu; and sip cocktails from a centerpiece bar that doubled as a mobile-charging station, while taking a #JBSeatSelfie for a chance to win Wyndham's Lisa Borromeo Checchio INSIGHTS FROM A BRANDING EXPERT a roundtrip Mint ticket. Some 30,000 consumers experienced the Mint Room during its four-day pop-up, giving the new product a huge marketing push. Borromeo Checchio recently shared some insights on branding with M&C. What is the first thing to think about when establishing a brand identity? Your customers. They are why brands exist. Without the customer, nothing else matters, because what is a brand without a customer to share its story, buy its product or believe in its cause? What is emotional branding? It's the transcendence of marketing from imposing a product or service on a customer to proactively inviting the brand into their lives. You achieve it by putting the customers' needs first, which creates a two-way relationship between them and the brand. People are defined by the brands they choose, and they want to feel a sense of pride through those associations. Emotional branding evokes a sensory reaction that drives commitment and brand loyalty. How can planners ensure their live event's brand matches its online brand? Live events are special in that they bring people together face-to-face, forcing dialog and human interaction. They're experiential, idea-generating and tap into all senses, which means they are the makings for emotional connections. These elements cannot be lost once taken online. You have to have a cohesive digital experience, from desktop to mobile and tablet, to social media and apps, not only in the look and feel, but understanding the customer's needs at the moment of interaction. This is where an event's brand personality can really shine, and where you can customise the experience for the user. — C.A.S. platforms. "Big brand names attract attention and give a conference credibility," notes Hutter. "Our show is a whole new experience that weaves creativity and co-creation on-site, using new and unique educational and inspirational methods." The Washington, D.C.-based Convention Industry Council also is keeping its events – and thus its brand – fresh. For the 20th anniversary of its Hall of Leaders and Pacesetters Awards Celebration held in October in Las Vegas, during IMEX America, it ditched its traditional formal black-tie gala dinner for a lounge-style nightclub vibe, with high-end appetisers and entertainment. Laura Schwartz, a former White House director of events and author of Eat, Drink and Succeed, was brought in as host. "We wanted to change up the celebration because it's important for us to remain relevant and original," says Kasey Connors, director of programs and services for CIC. "The new programme was shorter on the speeches and proved a greater opportunity for us to network and celebrate with each other. It was the best of both worlds – the quality ceremony the industry has come to expect in a new, unique setting."

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