CerconeBrownCurtis Concludes Another Successful SummerHouse

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Second Annual Experiential PR Program attracts top journalists and consumer brands.

The SummerHouse™ allows us to create and authentic experience for the press, and then back off and let them decide for themselves if it's right for their particular audience.

For the last month of the Summer, more than 30 journalists enjoyed a three-day stay on Martha's Vineyard. Boot-camp workouts, tennis lessons, jogging, sailing, wine tasting, …and it was all hard work.

The Boston advertising and PR firm CerconeBrownCurtis recently concluded the 2nd Annual SummerHouse™ program on Martha's Vineyard, which hosted journalists for three-day stays from such renowned media outlets as MTV, Good Morning America, NBC Today, Oprah, Men's Health, Shape, Parenting, Sports Illustrated and more.

The house was fully equipped with soon-to-be-launched products that ranged from Chateau St. Michelle wine and Stonyfield Farms yogurt to Nalgene and Coleman outdoor gear. It provided the press with a true-to-life preview, experiencing the products in the setting for which they were intended…without the sometimes annoying push of PR pros.

"It was my first experiential trip, and any I will go on in the future will have a lot to live up to. The products, planning, logistics and house were all great," said Lou Dubois of Sports Illustrated. "I truly learned a lot about some of the brands on display that I never would have without utilizing them in this unique environment."

Now in its second year, the SummerHouse™ has become a cornerstone of the CerconeBrownCurtis approach to media relations and experiential marketing. "We firmly believe that what makes a brand and its products special is more than features and benefits, it's the entire experience and micro-culture that surrounds it," said Len Cercone, firm co-founder. "The SummerHouse™ allows us to create and authentic experience for the press, and then back off and let them decide for themselves if it's right for their particular audience."

Since launching in the Summer of 2006, the SummerHouse™ and (its sister program WinterHouse™ in Park City) has attracted brands that include: Nalgene, Coleman, Gold Toe, New Balance, Cloudveil, Mountain Khaki, Sperry Top-Sider, Rossignol, Crocs, Kettle Chips, Zone Perfect Bars, Smart Water, Stonyfield, Costa Del Mar, Clarks, Donner, Lucy Yoga, Scout, Go Lite, Gold Toe, Chateu St. Michelle, Magic Hat, Madhouse Munchies, ICON Fitness, Ice-Breaker, Orvis, Insolia, Dansko, Sealy, Prince, Scott, Mizuno, Gold Peak, Insport, Tommy Bahama, Dearfoams, Volkl, Terrasoles and Airborne

"I have already had a steady stream of editor calls since the conclusion of the program and I'm sure there are more to come. It is safe to say all of CBC's hard work is certainly paying off," said Ann Walden, associate directot, public relations, Coleman.

According to CerconeBrownCurtis, details of the 2008 WinterHouse™ will be announced in late-October. For more information on the SummerHouse or CerconeBrownCurtis, contact Noelle Guerin at 617-248-0680 ext. 10 visit http://www.cerconebrown.com.

About CerconeBrownCurtis:
Located in Boston, Massachusetts, Cercone Brown Curtis provides branding, advertising, public relations and promotions services to companies in across a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit http://www.cerconebrown.com.


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Emily McCavanagh
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