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Event Marketing York asked us to activate their official sponsorship of Fashion Week in New York. They needed an impactful way to encourage sampling, drive PR and remind everyone that York Peppermint Patties are a sensational treat. We began by creating the York Sensational Lounge “hot spot.” Visitors were encouraged to relax, treat themselves to York Peppermint Patties, drink some peppermint hot chocolate and watch live feeds from the fashion shows. Specially designed York-inspired Nicole Miller handbags, in silver and blue, were displayed and auctioned off live on eBay. A portion of the proceeds went to The Young Survival Coalition (YSC), a nonprofit network of breast cancer survivors and supporters. During Fashion Week, York street teams canvassed the city with samples. Beautiful silver bowls with candy were sent backstage to all designers and models with a note “Be Sensational.” The results:
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