Damian Treece spoke about the importance of live events for brand building at London Book Fair.
Penguin Ventures’ brand manager for licensing and IP, Damian Treece revealed some of his top tips for extending a classic brand with live events and experiences at London Book Fair yesterday (March 15).
Speaking as part of the Cross Media Collection – which was also supported by industry trade body LIMA and the Children’s Media Conference – Damian took the assembled audience through some of the key events that Penguin has recently been involved in.
These included the Peter Rabbit partnership with Willow Farm; the Festival of Light at Longleat; The Snowman and The Snowdog at Union Chapel; the Peter Rabbit Fenwicks Christmas window; The Snowman and The Snowdog partnership with Intu Trafford Centre; and The Snowdog art trails to name a few.
Damian explained how each of the initiatives helped Penguin to extend the brands, but also remained true to its roots and offered something ‘magical’ for the consumer.
Concluding with his key learnings, Damian advised that, for each event, front of mind was always protecting the legacy of the brand, the authors and their creations.
Pairing with the right partner was also key – making sure they are aligned with your brand values and ambition – as well as testing concepts and not being afraid to say no if you don’t think the experience is right for your brand.
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