Juanita Chavarro Arias, Author at Chief Marketer

‘Quitters Welcome’: NEFT Vodka Flips the Script on Fitness Resolutions with The Gym Pop-up

Dry January isn’t for everyone, and by now, gym attendance is waning. But NEFT Vodka is saying it’s OK if you dropped your New Year’s resolution early.

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B-to-C Events

PNC Leans into the Hockey Flow Trend with a Barbershop Pop-up in Dallas

The NHL season is in full swing, and while HBO Max’s “Heated Rivalry” series (IYKYK) is giving hockey a major pop-culture boost, PNC Bank got ahead of the game by activating its official partnership with the Dallas Stars in an unconventional way, particularly for the brand and the banking industry. Enter: Hockey hair. Hockey hair […]

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B-to-C Events

Experiential Marketing Trend of the Week: Train Takeovers

Trains often evoke feelings of nostalgia and adventure, with some of the most memorable and profitable IPs, like the “Harry Potter” series and “The Polar Express,” inspired by the movement of these storytelling engines. Today, brands are taking engagement to the rails to the delight of pop-culture fandoms, and beyond. To promote the debut of […]

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B-to-B Events

Goat Yoga, Cat Cafés, Zen Gardens: 11 Veterinary Exhibits that Shined at VMX 2026

Last year, VMX was all about the arts. This year, NAVC went all in on a theme inspired by the upcoming Winter Olympics with “World Classic: Champions of Care.” Medal and podium imagery, as well as snowy décor and settings, was all over the Orange County Convention Center for the annual veterinary conference in Orlando, […]

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B-to-B Events

CES 2026: Editors’ Picks for the Best Brand Showcases and Suites

Lounges are becoming more and more common at CES, as brands move away from exhibits on the show floor to private hotel suites that cater to its established and prospective clients.

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B-to-B Events

CES 2026: An Insider Tour of the Reddit Conversation Bar

At CES 2026, where AI dominated exhibits and sessions, Reddit instead raised a glass to the power of human conversation… literally. Inside Reddit HQ at the Aria Resort and Casino, the brand created the Conversation Bar to serve up personalized beverages crafted to suit attendees’ focus areas, moods and goals for the new year, and […]

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B-to-B Events

Top 10 Most-Clicked Trend of the Week Stories of 2025

In a year where designer dolls and love stories grabbed the world’s attention, event marketers also leaned into niche interests and the speed of pop culture across their campaigns. These were among themes across the nearly 50 installments of our Trend of the Week column in 2025, and as the wheels turn for 2026, we’ve […]

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B-to-B Events

Experiential in Color Mentorship Q&A: Gerry Rojas and Natalie Azcona

In 2025, EM expanded the scope of its Experiential in Color recognition program to include a new mentorship initiative led by a steering committee of industry professionals. We spoke with three mentor/mentee pairs about what the experience has meant to them. Mentor Gerry Rojas and mentee Natalie Azcona know all too well how the events […]

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B-to-C Events

12 Festive Brand Pop-ups and Activations Spreading Holiday Cheer in 2025

Christmastime is here again, and our calendars, inboxes and social feeds have been overflowing with festive pop-ups, holiday markets, light shows and takeovers that have us feeling that warm, merry spirit. We’d have to travel around the world on Santa’s magic time to hit all of the brand activations taking place this month, so we’re […]

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B-to-C Events

Experiential Marketing Trend of the Week: Iconic Sculptures

To capture the fleeting attention of passersby, you have to go big or go home, and this year, we’ve seen brands popping up towering installations of recognizable icons that have had consumers doing a double take, pulling out their phones to snap photos or even just stopping for a moment to admire the temporary monuments. […]

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