Promo - July 2008 - (Page 17)

The Players Visitors stand in the real-life setting of a rural African health clinic where they experience what it is like for a child to learn he or she has tested positive for AIDS. The Brand Experience consulted with World Vision to develop the event. World Vision connected with the national Willow Creek Association of Churches last year to establish the venues. The Willow Creek connection enabled World Vision to save the cost of renting venues along the way, and also left behind a motivated community of Christians in its wake. Zarin sees the exhibit as a template for similar causerelated marketing initiatives. A fabrication partner, The Production Network was brought in to build the two traveling villages after the successful test of a prototype exhibit at Vanderbilt Hall in New York’s Grand Central Station. Four World Vision representatives travel with the exhibit, training 200 volunteers each week at the venues it visits. World Vision is already slightly ahead of the goals it originally set. Yoder reports it’s making plans to extend the tour of the unique experiential AIDS exhibit into 2009, and sees it as a model for future fund-raising efforts. “We’re looking at it as a whole new methodology to reach donors,” he says. The contemporary approach of this exhibit actually mirrors the pioneering work that World Vision’s founder Bob Pierce used when he shot documentary footage of orphans during the Korean War in 1950. Times change, but the same need persists, and World Vision supports children disadvantaged by war, famine and other conditions in nearly 100 countries today. On the AIDS front, about 6,000 children are orphaned daily due to the disease. Yoder calls the exhibit “the most singular life-changing project I’ve been involved in.” The promotional industry apparently agrees with that sense of its impact: the exhibit was recognized with a PMA award in April. Additional information about the exhibit and its stopping points for the remainder of this year can be found at www. P worldvisionexperience.org. l W For more articles on experiential marketing, go to http://promomagazine.com/eventmarketing/ Newsletter Web RSS Webinar Conference Podcast Promo / WWW.PROMOMAGAZINE.COM / July 2008 17 http://www.worldvisionexperience.org http://www.worldvisionexperience.org http://www.gmrlive.com http://www.gmrlive.com http://promomagazine.com/eventmarketing/ http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - July 2008

Promo - July 2008 Contents Editor's Note Shelf Help Beautiful Bovines Rest Stop Who Let the Dogs Blog? A Helping Hand Commentary Solid Gold Q and A: Mighty Mattel Flying the Coup Putting E-mail in Motion Resource Center The Agency Center The Young Prefer Mail Index of Advertisers

Promo - July 2008

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