What a great day Thursday, March 20th was for All Terrain. We had the pleasure of joining other innovative marketing leaders from a multitude of brands and agencies like: Progressive Insurance, Kraft Foods, Morningstar Inc. and Cabot Creamery in speaking at the Chicago AMA’s 2014 BrandSmart Conference.
The day began for us by presenting a keynote address with our fabulous partners at The Cosmopolitan of Las Vegas and United Airlines. Representatives from United as well as The Cosmopolitan joined our own Co-founder and CMO and Brook Jay on stage for a discussion on how we created a new way to tell the Cosmopolitan’s story. The crowd was engaged and actively involved throughout the entire presentation. Our story began by our audience experiencing the wonderful service United provides on all of its flights; attendees were greeted by United Airlines Flight Attendants passing out United Wings. We set the mood with a voiceover, welcoming the audience in much the same way a Captain welcomes passengers aboard a United flight. After a wonderful introduction from the Chicago AMA, we quickly began to tell the story of how we facilitated bringing The Cosmopolitan onboard United flights bound for Las Vegas (more of that story can be found here). After providing some background into The Cosmopolitan story, we walked through the process and hurdles that were faced getting The Cosmopolitan’s gift onboard. We then engaged the audience in a very productive Q&A with members of the audience who were interested in how we were able to bring such a unique program to life and the results we’ve seen to date. We wrapped up by surprising our audience with their own gift box delivered by the United Flight Attendants. One of these gift boxes contained a special sticker, the recipient of which won a two night stay at The Cosmopolitan.
Following lunch, Brook returned to the stage to participate in an agency only panel, along with Cathy Francque from Ogilvy (http://www.ogilvy.com/) and Andy Crestodina from Orbit Media (http://www.orbitmedia.com/). Focusing on best practices in brand storytelling, each participant brought their own unique perspective as they walked through their approach to telling the stories of their clients’ brands and how that may differ from creating content marketing pieces. It was truly a great experience to hear how each agency approaches this evolving challenge.
Overall, the day was a wonderful opportunity for some of our team to hear what other brands and agencies are doing. We at All Terrain appreciated the chance to participate in this great event as part of our continuing partnership with the Chicago AMA.