BRAND EXPERIENCE

Grand Opening,

The World of Coca Cola

Brand/Client: Coca-Cola

Location: Atlanta

Overview: The week-long Grand Opening of Coca-Cola's flagship brand destination was a festival-style event. It needed to be media-friendly, and both locally authentic and globally relevant. JBA worked with agency clients and brand teams to develop and execute the live and online audience engagement strategy. This included concept development; venue and show design; stage fabrication; special effects; show scripting; VIP speechwriting; and talent performances, including a collaboration with Cirque du Soleil. All this, plus managing event logistics from installation to strike. And, most importantly, Polar Bear handling.

Results: Consistent with our previous fulfillment of Coca-Cola's Winter Olympics sponsorship, the NWOC Grand Opening achieved the objectives of being profitable and newsworthy, with over 30,000 visitations in the inaugural week and exceeding projections for earned media and impressions.