Partner and director of business and PR at Holding Clube also spoke about the relevance of proprietary events for activating brands
Systematically seeking offers that impact people is at the heart of live marketing in the words of executive Juliana Ferraz, from Holding Clube. As a result, it enables powerful networks in events such as Camarote N 1, which this year reaches its 34th edition in the traditional Marqus de Sapuca.
She highlights the relevance of proprietary events for activating brands, including TRESemm, from the Unilever portfolio, which acquired the beauty quota during the event in the box.
Juliana’s thoughts are focused on organizing the space with the group’s own team, which has agencies such as Samba, Banco de Eventos, Story Makers, Roda, Cross and Auri, as well as outsourced professionals. Juliana began her career in PR, an area she personally manages at Holding Clube.
Check out some excerpts from the interview below.
Why have institutional, trade and entertainment events become so important for brands?
Events are important for brands because they are fundamental for an immediate connection with their audience, in an authentic, creative, unforgettable and, more than that, humanized way. I think events make brands connect with their audiences in a human and personalized way.
How does Holding Clube work with this vertical from a strategic point of view to identify opportunities?
As a people specialist. And, once we define our expertise in this way, we need to look at what people want to consume and, most importantly, how they want to consume it. And, from then on, through the Holding Lab, the center responsible for mapping Holding trends, we were able to see these opportunities, study behaviors and build stories.
Do proprietary events, such as Camarote N 1, make a difference in the proposed interaction with people?
Yes. They totally make a difference, because, in Camarote N 1, we highlight Holding Clube’s full potential in developing integrated communication, bringing together all our expertise in one place. We are increasingly producing strategies that combine the different services of the group’s agencies for our partners. However, with proprietary events, we have a more complete and attractive business card, showing where we apply every internal intelligence we have. This review seeks to offer more fluent and concise writing to answer the question about the importance of proprietary events, such as Camarote N 1.
What does Camarote N 1 represent and materialize for those in the space and for the brands present such as TRESemm, the space’s official beauty sponsor?
Camarote N 1 is a meeting point, and, above all, a connection with its consumers and partners. With each edition, we look for innovations that provide a different experience for our visitors. Each partnership is meticulously designed to achieve this goal, and the arrival of TRESemm combines two essential characteristics of Carnival: beauty and unsurpassed shine. The brand will activate the beauty salon in the N 1 accreditation lounge with its Brilho Lamelar line, with exclusive service that seeks to provide a preview of the experience offered at the event. At Marqus de Sapuca, TRESemm will have a lounge inside the Camarote, strategically located at the entrance to the space, so that guests can maintain their impeccable appearance throughout the night. The choice of the Brilho Lamelar line is in line with the international glossy hair trend.
What will be the difference between Cabin N 1 in 2024?
It will be expanded by around 40% in relation to 2023. We are tireless in promoting quality, so we invest in high-standard gastronomy and experiences endorsed by sponsoring brands. In addition to the show with a privileged view, we will bring the biggest national and international musical references.
How is the group’s agenda for 2024, which also has promotional dates, sporting events, rodeos, June parties, Lollapalooza, Rock in Rio, etc.?
We are at full steam. We already have projects under construction for Lollapalooza, we are still in the competition phase for Rock in Rio, as well as looking closely at So João. 2024 is a year of the Olympics, so we can map something towards the date. We have a robust calendar, full of opportunities to connect with our clients and consumers.
Read the full interview in the February 5, 2024 edition
