Experience Brand Love with Legacy
Nov 2, 2007
When brands hire Legacy Marketing Partners for experiential projects, they feel the love - the Brand Love, as the Chicago-headquartered firm calls it. According to Legacy execs, this is the point where the connection to a brand goes "beyond mere rational attachment and the person becomes loyal beyond reason," and it's what drives all of Legacy's work.
Rather than focusing strictly on niche demographics, Legacy talks directly to client target groups to identify their "passion points," and those become the foundation of the brand building effort. This approach has earned the full-service, independent agency an impressive track record of delivering unforgettable brand experiences to clients in 51 markets nationwide, including Pernod Ricard, L'Oreal Paris and International Truck.
Legacy evolved from the experiences of Kevin Berg, chairman, and Vince Parrinello, CEO, who had been leaders at marketing firms acquired by Interpublic Group, and became the experiential arm of Draft Worldwide. No was an independent agency, they "can quickly react to the marketplace without the constraints that can be common within the holding company model," says Berg, adding that he also thinks the independent model lends itself more to connecting with consumers on an emotional level.
Legacy offers its clients a full range of creative and strategic services. "We've built Legacy with the ideal blend of insightful research, strategic thinking, high-impact creative and flawless execution," says Parrinello.
Consider the custom-designed environment Legacy created for Russian vodka brand Stolichnaya. The Stoli Hotel, a 20,000 square-foot event space, includes flavor-themed rooms, a working spa and concierge service, which combine to immerse consumers in the brand vibe. It also features diverse music, film and fashion events during its month-long stay in five key markets. In the Los Angeles launch alone, the campaign garnered over 85 million media impressions, attracted more than 8,000 highly targeted consumers, and drew the interest and attendance of many influential celebrities.
Another example is Legacy's work for Burger King via the Burger King Tu Ciudad, Tu Musica event, a grassroots music competition that showcases regional and emerging Latin music. By localizing the program in each market, Legacy is able to connect Burger King to its Latino customer base in a way that is both motivating and relevant to the target audience. The events have drawn over 100,000 consumers, and Burger King has been so pleased with the results that it has tabbed Legacy to launch an NFL program later this month.
Legacy's dedication to providing a full range of services to its clients while simultaneously focusing on consumer passion points and increasing "brand love" has helped to cement the agency's place in the experiential marketing industry. Says Chris Kapsalis, senior vp: "We create experiences that immerse the brand into a person's lifestyle, allowing a lasting relationship to begin. We have a process that ensures that our events are engaging, authentic and measurable."
Every project for Legacy's impressive client roster starts with identifying "passion points."
For more information please visit www.legacymp.com.
