South Coast Plaza continued its 50th anniversary celebration with a pop-up exhibit in the Jewel Court Oct. 6 to 17 that featured two 12-foot handbags by Miu Miu. The “Miu Lady” purses mimic those available at the brand’s boutique and feature “an oversized brass belt buckle hand-embellished with gems in vibrant hues.” Visitors had the chance to step inside the “purse” and watch the brand’s story on monitors inside.
The 1,000-square-foot exhibit coincided with a Harper’s Bazaar Fashion Show on Oct. 6 and was curated by the magazine’s executive fashion and beauty editor, Avril Graham.
The Costa Mesa shopping center also hosted a John Varvatos Event on Oct. 7 featuring the designer’s fall-winter collection.
Mitsu Model A
Mitsubishi Motors North America Inc. in Cypress, commemorating its 100th anniversary, partnered with West Coast Customs in Burbank to recreate the 1917 Model A on the platform of its plug-in hybrid SUV, the Outlander PHEV.
Mitsubishi Re-Model A’s frame resembles that of the original 1917 Ford Model A, coupled with “modern day enhancements,” including Mitsubishi’s “super all-wheel control system, plug-in charging capabilities, forward collision mitigation, and smartphone display audio with smartphone capability.” The effort will be featured on the “Inside West Coast Customs” TV show on Nov. 6., and the vehicle will also appear in the Mitsubishi Motors’ booth at the Los Angeles Auto Show.
“The team at West Coast Customs seamlessly blended our past, present and future together in the form of the Mitsubishi Re-Model A,” Senior Director of Marketing Francine Harsini said in a statement. “This unique build provided us the opportunity to use product integration to highlight Mitsubishi’s all-new Outlander PHEV which comes to market later this year.”
Ironman Deal
Oakley Inc. in Foothill Ranch signed on as the official helmet and smart eyewear sponsor of the 2017 Ironman World Championships, which took place on Oct. 14 in Hawaii. The deal included TV spots featuring its cycling helmets and Radar Pace smart eyewear, which were also highlighted during branding and experiential activations at its Prizm O-Lab at the Ironman Village.
Speedy Podcast
Newport Beach-based agency Orange Label Art & Advertising is launching a podcast called The 19. Monthly episodes will provide “response marketing insights in retail, healthcare and education,” and include discussions on current events and business strategy with experts, industry influencers and consumers, “all in 19 minutes or less.”
The podcast is available on iTunes and on the agency’s website.
“With a few episodes under our belt, it’s great to see that our content is attracting our target audiences, who are listening and engaging,” Agency Principal Rochelle Reiter said in a statement.
Cycle Promo
The Motorcycle Industry Council is supporting the RiDE, a direct-to-consumer marketing initiative aimed at getting nontraditional audiences interested in motorcycles, ATVs and UTVs, and “swinging their legs over seats, and getting behind the handlebars,” according to the Irvine-based nonprofit’s chief executive, Tim Buche.
The experiential marketing effort will coincide with seven Monster Jam truck events across the country hosted by Feld Entertainment Inc., an Ellenton, Fla.-based production company that also puts on the Monster Energy Supercross, Disney On Ice, Disney Live, Sesame Street Live and Marvel Universe LIVE.
The events will feature test rides and virtual reality simulators.
“It’s about three things: experience—getting that very first hands-on ride; instruction—how to get in on a class and where to get started, the local dealership and riding areas nearby; and, it’s about inspiration, to go, get out for adventure and family time,” Brea-based Suzuki Motor of America Inc. Vice President of MC/ATV Sales and Marketing Kerry Graeber said in a statement.
The Irvine-based Motorcycle Industry Council is a nonprofit advocacy organization that represents manufacturers, distributors, dealers and retailers.
Bits & Pieces
Sean Keliiholokai, former executive director of destination marketing organization Visit Dana Point, took on the role of vice president of business development at Visit West Hollywood … Ladera Sports Center hired Jeremy Windholz as director of corporate sponsorships. He most recently worked at Rakuten.com as senior e-commerce consultant manager responsible for more than $150 million in annual sales.
