At the annual Event Marketing Summit Star received the 2013 Gold honor for “Best Event Environment (B-toB)” category for their production of JCP’s 2012 analyst event. This year's awards were presented at the annual Ex Awards Gala, on May 6, in Chicago and drew more than 800 entries from around the globe in 31 categories. The Ex Awards is the only competition judged entirely by brand marketers and represents the year’s best experiential and event campaigns. Founded in 2002, the Ex awards have become the world’s most coveted trophy for experiential marketing excellence.
The award recognizes Star’s work on the successful JCP analyst event which in just 6 weeks Star executed the unimaginable for JCP with a brand unveiling event transforming the decaying shell of Pier 57 floating over New York’s Hudson Bay. Star was engaged as the implementation partner to bring the design direction to life and manage the entire process through to completion. Star’s efforts resulted in a total event footprint of 74,000 square feet, which included spaces for a theater, cocktail party, registration, VIP and work tents, media, production and catering.
The major obstacle was timing, particularly since the project came with a long list of significant challenges. Some of the challenges included: no functional utilities (energy, power and water), sloping pier floors, state park restrictions, conflicting union demands and a battle over lighting resources with the Super Bowl. The narrow pier was built from the back forward, making planning deliveries and vendors appropriately a critical part of the process. Throughout production and install the team went through 145,000 pieces of sheet material and 600 gallons of white paint.
Pleasing the masses was enormously satisfying for Star; however, perhaps more impressive was the reaction on Wall Street. JCP’s stock soared - up 19%, moving from $24.00 to $41.00 per share the next day.
Laura Sandall, VP of Events Marketing and Publicity at JCP provided the following testimony about their experience working with Star.
“Super Star team I can't believe what you were able to pull off in such a short amount of time. It's unbelievable. I can't thank you enough for every single thing that you did to make last week's event an amazing success. We truly could not have done it without you. I can't think of any other crew I'd like to have by my side for an event like that one. You are the best around.”
Since 1993, Star has provided powerful brand integration for their clients. A leading global marketing solutions provider, Star values a customer-centric approach, lasting partnerships, powerful strategic direction, and consistent execution. Star’s comprehensive design, fabrication, installation/dismantle and property management services support event, trade show, retail fixture, corporate lobby and selling environment initiatives. For more information about Star, visit www.starexhibits.com