Foodies have taken dinner with friends to a higher level. “It’s molecular gastronomy on a cellular level,” said Chef Payton Curry, a pioneering force in culinary cannabis. Not only are cannabis-infused foods and parties gaining popularity in elevating the Arizona dining experience, they’re getting major national attention. VICE star Abdullah Saeed is the featured guest at the Summer of Love soiree curated by Chef Payton Curry, Grassfed Hospitality and Flourish Cannabis.
is your emerging franchise growing as fast as you had anticipated? If not, perhaps you are missing a key ingredient in your franchise development plan: public relations. TBCPR specializes in PR for tipping-point franchise brands looking to skyrocket their growth potential. Our strategic campaigns couple buzz-marketing and awareness strategies with social media brand building and consumer campaigns to help businesses prepare to enter franchise mode.
It's one of the best David-versus-Goliath tales in motorsport history. Automobile magnates Henry Ford II and Lee Iacocca dispatch a team of engineers and designers to build a car to race against the Ferrari at the 1966 Le Mans.
Hermès gets hip with a Supreme-esque drop of its new skateboard collection…and that’s just the tip of the iceberg when it comes to catering to the luxury whims of tomorrow’s ‘super rich kids’.
“Customers these days are better connected and better educated than at any other time in history,” said Rebecca Pinea, Food Trendcaster. “Consumers want products that have ‘function’ you can feel and can back up their claims. The concept of ‘voting with your dollar’ is more relevant now than ever, and it’s not a coincidence that we’re seeing more craft-centric and cause-centric companies at this time than ever before.”
The High End at Barneys New York is a new 300-square-foot space dedicated to luxury cannabis paraphernalia on the top floor of the retailer's Beverly Hills store. It includes imported French rolling papers and $950 hand-blown glass bongs. (Dan Arnold / Barneys New York)
In today’s world, captivating audiences and market share is a high-stakes game that requires a nearly constant stream of engaging content. The world’s best brands are taking a decidedly different approach in peddling their wares through clever joke writing woven into marketing. TBCPR delivers comedic gold and quality content for our clients through cleverly crafted campaigns that get noticed.
Here’s our formula for how we hit a hilarious home run:
It’s Gotta Be Attention-Grabbing. Humor often stands out from other marketing and advertising attempts because it’s naturally colorful and original.
People love to spread laughter. Making your campaign humorous imbues it with more shareability.
Funny brands are more relatable. And they’re seen as more trustworthy and human.
Humor is linked to higher recall. Meaning any message imbued with humor will be easier for your target demographics to remember.
Accents to your valuable work. Humorous touches can almost always improve a piece that is already valuable on its own. For example, if you’re writing up an article or eBook that’s helping people understand a complex topic, making an occasional joke or writing with a more tongue-in-cheek voice is only going to make that work more appealing and memorable.
Well-tested, effective ads. If you’re sure a joke is going to land, it can make an effective advertisement. Just make sure to AB test variations of the joke with a small audience first; that way, you can be sure the humor doesn’t cross a line and appeals to your target audience.
Brand differentiation. You can also use a humorous voice to distinguish your brand. For example, Oreo has long differentiated itself by offering a quirky, tongue-in-cheek voice across its social media platforms. This is especially effective in dry, or otherwise “boring” industries.
Personal branding. You can hedge the risks of humor by relegating it to personal brands associated with your company, rather than employing the jokes with your company brand directly. Elon Musk, for example, has separated himself from his companies Tesla and SpaceX by cracking jokes and roasting people on his own account.
So should you incorporate more humor into your marketing campaign? That depends on your brand characteristics, how much risk you’re willing to take, and how much work you’re willing to put into the finished product. Humor can certainly add new dimensions to your campaign, and earn you better results—but only if it’s used appropriately. TBCPR can help craft a campaign that hits the high notes and keeps the punchline rolling.
Connect with us: Melissa@TheBrandConsortium.com // 602.384.4747
The headlines just write themselves. PR and comedy gold! Grabs Popcorn
If You're Gonna Do Something, Make It Epic. Field Notes from #TheBestPRCampaignofAllTime
Big ideas and transformative visions deserve a new kind of platform. TBCPR launches PR 2.0. Launching you.
Welcome to the future where every idea deserves a platform and every voice deserves to be heard.
Connect with us: Melissa@thebrandconsortium.com // 602.384.4747
You might have heard of us, but do you REALLY know us? You should! After all, we want to get to know you too.
TBCPR is a creative agency offering public relations, marketing, production & social media services to high impact brands in the luxury lifestyle sector, catering exclusively to affluent audiences and sophisticated clientele. Our approach is unconventional, dynamic, forward-thinking and effective. We move the needle where others have yet to scratch the surface.
With 15 years experience, Founder and CEO Melissa Lively has been instrumental in developing and executing some of the largest and most successful publicity campaigns for a wide range of lifestyle, real estate, luxury, hospitality and entertainment companies and brands in Arizona, across the West Coast and in the United Kingdom. Her multi-dimensional public relations, strategic marketing and branding programs have put Lively and her expertise in high demand.
Experience is paramount at TBCPR. We know what it takes to secure news coverage because we know the newsroom inside and out. Prior to entering the PR world, Lively was a general assignment reporter and news anchor, most notably in Arizona on KPHO-CBS 5. In 2006, Lively departed the on-camera world to focus her career on public relations and strategic marketing. With a laser-focused strategic vision and unparalleled newsroom experience, Lively quickly ascended in the PR world, leading to high-ranking executive positions for top public relations firms in Los Angeles and Phoenix and highly coveted consulting positions in London and Hong Kong.
Much of Lively’s PR early career was spent between Los Angeles and Phoenix representing luxury and fashion brands with celebrity clientele for some of the top agencies in Beverly Hills. From Sundance Film Festival to London Fashion Week, Lively has built a global network that brings high-profile brands and fresh concepts to Arizona. Her unique approach to lifestyle PR, events and entertainment was the first of its kind in Arizona, which is why TBCPR is proudly known as the pioneering lifestyle PR firm in Arizona.
Through our pulse on on trends and global influence, TBCPR consistently collaborates with premier brands, events and organizations that enhance Arizona and command global attention.
Known throughout Arizona as a key tastemaker, connector and influencer, Lively has built one of the most respected names in public relations on the West Coast. It is through her expertise that TBCPR has become Arizona's leading lifestyle public relations firm with an arsenal of awards like "Best PR Firm”, "Most Influential" and "Best Social Media Company" by respected publications including the Phoenix Business Journal, Ranking Arizona, The Arizona Republic, Arizona Foothills Magazine, Inc. Magazine, Scottsdale Airpark News and others.
Younger consumers are seriously concerned with social and environmental causes, which many regard as being the defining issues of our time. How will this shift impact business? How will this shift impact Arizona consumers? It appears the writing is on the wall.
Younger, urban progressives are the future of luxury consumerism and a population that increasingly backs their beliefs with their shopping habits, favoring brands that are aligned with their values and avoiding those that don’t.
Brands are responding by integrating social and environmental themes into their products and services. The benefits of these policies are clear, but as the causes that some brands champion venture into controversial territory there are risks and consequences for those that fail to get it right.
Nine in ten Generation Z consumers believe companies have a responsibility to address environmental and social issues. The inclusion of the latter is a departure from the views of the previous generation of millennials, which had a greener focus. The change is reflected in the higher profile of social issues, and campaigns such as #MeToo, #BlackLivesMatter and #TimesUp, all of which have entered the mainstream lexicon over the past couple of years.
The views of Gen Z and millennial consumers are critical. Together, these cohorts represent around $350 billion of spending power in the US alone (~$150 billion spent by Gen Z and ~$200 billion by millennials) and Gen Z alone will account for 40 percent of global consumers by 2020. But concern over environmental and social issues is not restricted to younger consumers. Some two-thirds of consumers worldwide say they would switch, avoid or boycott brands based on their stance on controversial issues. Half of these regard themselves as activists, driven by passion. The other half are less dogmatic, tailoring their decision to the situation at hand.
Still, the dynamics behind the numbers are compelling. Over the past three years a third of consumers worldwide have expanded the scope of their purchasing decisions to incorporate principled values and views. A new global ethos is emerging, and billions of people are using consumption as a means to express their deeply-held beliefs.
Signs of this evolving agenda can be found beyond consumer sentiment too. Fashion companies are showing signs of getting “woke” (a phrase defined as “alert to injustice in society,” popularized on social media). For example, based on a “data scrape” of over 2,000 high-end retailers, the appearance of the word “feminist” on homepages and newsletters increased by a factor of more than five from 2016 to 2018.
Many brands and retailers including Nike and Levi Strauss are on board, and both companies have taken a clear stance on social issues in recent months, and in light of the 2020 elections, it appears the tide is turning in favor of kindness-centered companies and inclusive efforts.
One thing we know for sure, when the tide turns in Arizona, we’ll be at the front of the march.
Is it an art space? Entertainment space? Exhibition space? Events venue? If you can dream it, this is the space for it. Conceptual real estate spaces that are part club house, part nightlife and events space , just depending on you ask and on the night. These places end up filled to the brim with hipsters - just the kind of people you want gathering together in an experimental environment. After all, somewhere…in someone’s mind…lies the next big idea that could change humanity. So yeah, let’s find a place to get all the smart interesting people of the world together where they can spark each other’s creativity and create something great. What could it be? That’s entirely up to you.
There are no bad ideas. All ideas welcome here: https://experimence.org/?fbclid=IwAR1SVrXJAH_3bYHrHy2NQcvcmz_TrPY0Uc3E1bNLWqF_a2nPtiDQQExAqtg
YOGA SUPERSTAR JONAH KEST TO HEADLINE ‘3 DAY YOGA + FITNESS PARTY’ COMING TO SCOTTSDALE THIS SPRING
World-renowned yoga expert joins ‘fitcation’ travel experience fusing fitness, wellness and fun at trendy new Hotel Adeline for #3EpicDays from February 28-March 3, 2019
Prepare to stretch out of your comfort zone in Scottsdale this spring with world renowned yoga guru Jonah Kest. Through partnerships with influential brands and yogo powerhouses such as Alo and Spiritual Gangster, Kest has blazed new trails in the expansion of practice and awakening of consciousness for his fans and followers.
“I am thrilled to partner with Vikara Events in effort to cultivate a unique and meaningful wellness experience in Scottsdale,” Kest said. “For #3EpicDays, we will challenge bodies and minds, while exploring the art of intention, spreading joy and creating new connections,” he said.
Kests’ practices and are shared daily around the world, digitally and through instructor workshops. As his following as grown, Kest began traveling the world practicing and teaching ashtanga and vinyasa classes, workshops, and at retreats in hopes of spreading his intention to generate loving-kindness.
“Jonah Kest truly brings a level of power, compassion, energy, and grounded understanding of gratitude to his teachings, all of which is fundamental to our mission as an organization and intention for this event,” said Jim McGuire, Founder Vikara Events, producer of The 3 Day Fitness + Yoga Party.
The 3 Day Fitness + Yoga Party is a new fitness and wellness destination travel event set to debut in Scottsdale this February 28 to March 3rd at Hotel Adeline in Scottsdale.
Vikara Events + Destinations produces one-of-a-kind fitness, yoga and wellness events centered around the 'get fit, feel good and have fun' concept. An avid fitness buff, yogi and businessman, Jim McGuire founded Vikara Events and established the '3 Day Fitness + Yoga Party' as a way to create community, explore new destinations and promote a healthy lifestyle that includes staying fit while having fun.
“We’re collaborating with the most dynamic leaders in the world of fitness and yoga to take the ‘fitcation’ travel trend to the next level with an eclectic mix of training, good vibes, enlightenment and fun led by premier experts in a wide range of modalities including kinesthetics, holistic well-being, nutrition, personal development, mindfulness and more,” he said. “Scottsdale is the perfect destination to debut our signature event with its dynamic fitness, wellness and yoga community, vibrant tourism and entertainment scene and popularity as travel hotspot for sun-loving adventure seekers,” he said.
For #3EpicDays, attendees will sweat, smile and repeat with each day packed with dozens of awesome workouts and activities designed to fuel mind, body and soul.
The event has partnered with some of the biggest names and brands in fitness, yoga and wellness to provide active travelers the ultimate ‘fitcation’ experience. “We have partnered with over 40 amazing instructors and fitness, wellness and personal development concepts to create a high-octane fusion fitness experience unlike any other,” McGuire said. “We’re bringing the best and brightest together to inspire, motivate and have a lot of fun in the sun,” he said.
Kest joins dozens of other big name yoginis and up-and-coming game-changers in the worlds of fitness, yoga, wellness and spirituality from Arizona and across the globe.
The ‘3 Day Fitness + Yoga Party’ is designed for people of all fitness and levels, with plenty of classes and options depending on your fitness goals, mood and activity level. Participants are encouraged to stretch out of their fitness comfort zone and try exciting new classes like Acro-yoga, an acrobatics-inspired partner workout employing Cirque du Soliel-style training and technique or learn how to slow down and harness their chiin soulful mediation, mindfulness and lifestyle management coaching sessions with spirituality experts.
The health and wellness retreat is designed for health-conscious millennials who are looking for a way to improve their general wellbeing as part of the booming “fitcation” travel industry catering to active travelers seeking an interest-oriented, social and fun vacation experience.
3 Day Fitness & Yoga Party event highlights include:
· 3 epic days and nights of fitness and fun
· Beautiful accommodations at the stylish and brand-new boutique Hotel Adeline in the heart of sunny Scottsdale
· Dozens of unique fitness classes activities to choose from including a variety of unique fitness and yoga classes including interval-based strength training, vinyasa flow, acro-yoga, restorative yin yoga, booty blast and more
· Wellness workshops addressing nutrition, self-care, sleep, energy, self-management, intention-setting and personal development
· Participation in 'the ultimate fitness crawl'
· Participation in 'the fit challenge' circuit training obstacle course
· Camelback mountain hiking tours (optional)
· Daily culinary activities including daily fresh juice and smoothie bar, cooking class with local, fresh ingredients, demos, and nutrition workshops
· Tons of fun activities, pool parties, and nightlife
· 3 healthy chef-prepared meals per day included, plus snacks and culinary demos and more
Tickets for the all-inclusive experience start at $995 per person and three-day and three-night accommodations at the Hotel Adeline in Scottsdale, food and drink, an all-access ticket to the event jam-packed with fitness classes, yoga sessions, pool parties and VIP nightlife events, optional hiking tours and more. For more information, tickets and to register for the event visit www.vikaraevents.com.
To request more information about Jonah Kest or to requests photos or an interview, contact Melissa Rein Lively.
Connect with Vikara Events on Facebook and Instragram at @VikaraEvents.
Vikara Events + Destinations is a Scottsdale-based premier fitness-based vacation company for travelers looking for a mix of working out, amazing activities and the opportunity to create memories with a tribe of like-minded people. By identifying the best fitness professionals, worldwide destinations and heart-pumping activities and entertainment, our vision is to continually stretch out of our comfort zones by make each trip unparalleled and unique. Recharge your mind. Recharge your body. Recharge your soul. It’s #3EpicDays you’ll never forget. www.vikaraevents.com
2019 is all about Andy Warhol