MIT Tech Review + CES Desert Dinner

Case Study

January 2017

Las Vegas, Nevada

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THE CHALLENGE

MIT Technology Review wanted to host their first event at CES, but they needed a way to cut through the clutter and stand out as a unique, memorable experience for C-suite guests unfamiliar with the brand.

THE SOLUTION

I was assigned as lead on the project, which covered planning the entire event that was set to be in Las Vegas, while I'm in Oregon, and corresponding with the client, who's based in Massachusetts - quite the juggling act! My goal was to provide an escape from the standard technology-packed CES events by hosting a dinner at a secret location in the middle of the desert: Calico Basin in Red Rock Canyon. Fifty hand-curated guests joined us for an impactful and memorable experience -- the only CES event without wifi. In this primitive setting, guests were able to take a break from the conference and enjoy a meal by renowned Chefs Michael Hebb and Jesse Barber. The evening was an unprecedented dining experience, capped off by a conversation with Jessica Brillhart, Principal Filmmaker for Google VR, to spark discussion around the future of storytelling and bring the evening full circle back to the technology focus of CES.

THE RESULTS

Guests were stunned by the location and overall experience, tweeting and posting about it through the week. MIT TR found themselves on the receiving end of constant compliments and forged partnerships with attendees for future business ventures.

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TESTIMONIAL

"MIT Technology Review hired the AVG team in 2016 to help us build greater digital know-how. Through a number of hands-on workshops, conference calls, and come-to-Jesus conversations, MIT TR’s editorial team came to understand the importance of adopting a digitally-savvy approach to creating and distributing content. AVG also hosted an amazing 'dinner in the desert' for us at CES, which was a history-making event (and a whole lot of fun besides). I value AVG and recommend them as a partner."

- Elizabeth Bramson-Boudreau, CEO & Publisher, MIT Technology Review