©2011 Global Experience Specialists, Inc. (GES)

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Case Study | House of Marley

GES: Keeping It Real For The House of Marley

Overview

For the 2011 Consumer Electronics Show in Las Vegas, GES was asked to help launch The House of Marley’s entrée into the marketplace. Understanding that The House of Marley is more than a lifestyle brand, it is a personal family mission, GES worked closely with the family to promote their products, emphasizing their philosophy of “building the beautiful today and tomorrow their father fought for.” Because The House of Marley’s products are all eco-friendly, GES took great care to build an exhibit that reflected The House of Marley’s authenticity, using only sustainable and recyclable materials.

©2011 Global Experience Specialists, Inc. (GES)

ges.com | 800.424.6224

Case Study | House of Marley

Objectives

• Create an exhibit to reflect the philosophy/lifestyle of the brand.

• Use natural, recyclable materials to uphold the brand’s authenticity and commitment to sustainability.

• Establish a “vibe” that allowed the family members to interact and engage with the attendees as they showcase the headphones, earbuds and docking stations being launched.

• Use strong messaging at the reception and signature station to incorporate The House of Marley’s commitment to the 1Love charity, where a percentage of every sale is donated to their cause.

Solutions

• Created a 40’ x 40’ booth using eco-friendly materials.

• Built feature product areas using solid wood and non-toxic products.

• A hanging sign was created using a recyclable aluminum frame with an untreated natural burlap fabric material.

• Promoted the brand with viral rather than paper centric marketing.

• Generated buzz with celebrity visitors, including Rick Fox and Eliza Dushku.

• At the end of each day, the family members held mini concerts that attracted attendees and press to the booth.

Results

• The House of Marley’s exhibit and brand messaging generated heavy coverage with 81 broadcast/media interviews including CBS, NBC Los Angeles, USA TODAY, CNN and Bloomberg.

• 150 – 200 blog posts across U.S., Latin America and Australia, including Gizmodo, Wired, The Wall Street Journal, Techweb, Computerworld and MSN.com/TechUK.

• 60 interviews in the first day alone.

Testimonial“Since Bob Marley is such an iconic figure, getting the look and vibe of the booth was critical to our brand’s introduction at CES. We wanted to create a Marley vibe of authenticity, sustainability and unity in the booth — a place where people could come together and feel good. GES’ attention to detail and design helped us bring the literal House of Marley to life, making us one of the hottest booths at CES 2011.”

– Karen Korponai Director, Get Up Stand Up Marketing