CNN Extends Its Brand With Event Marketing

An article in the NY Times looks at how CNN uses events to extend its brand and make new ad-sales dollars:

CNN is seeking to bring its brand to life beyond the TV, PC and cellphone screens by forming a division devoted to event marketing. The CNN Inspire Summit will salute women for achievements in fields like politics, medicine and philanthropy.

The new CNN Events division, under the auspices of the advertising sales department, will put on panels, conferences and meetings on newsmaking and newsworthy subjects. Although the events will not be televised on CNN, the network’s reporters and anchors will serve as speakers and moderators.

The events will be sponsored by CNN advertisers, who will be acknowledged on invitations and at the conferences. But CNN executives say sponsors will have no control over the content of the events.

The initial effort of CNN Events, called the CNN Inspire Summit, is Tuesday at the Time Warner Center. The event, sponsored by the L’Oréal Paris brand sold by the American unit of L’Oréal, will salute women for achievements in fields like politics, medicine and philanthropy. At the event, L’Oréal Paris plans to announce the first recipients of an honor the company is sponsoring: the Women of Worth Awards.

CNN Turns to Event Marketing to Strut Its Brand – New York Times