Story Events hired for TrekAmerica tour launch

Tour operator TrekAmerica has appointed agency Story Events to deliver an event at London bowling venue All Star Lanes to launch the brand's latest US offering.

Story Events to create Man v. Food-inspired event for TrekAmerica
Story Events to create Man v. Food-inspired event for TrekAmerica

The Trek vs Food event, which will take place on Thursday 18 September, will bring to life the new foodie-focused, ten-day tour which visits locations featured on American food reality TV series, Man v. Food.

The press event during the day, taking place in the venue’s Club House, will encourage attendees to take part in bowling contests, Instagram and Twitter competitions and an eating challenge.

Food will take inspiration from the various stops on the Trek vs. Food tour, including maple cured bacon, macaroni and cheese, pulled pork sliders and salt beef and pickles. A US-themed sweet stall and retro photobooth will also be available and guests will also be able to win a number of prizes at the event, including a Las Vegas to the Grand Canyon mini adventure including flights.

The press event will be followed by an evening for customers, which will take on a similar format with the addition of entertainment inspired by street performer Robert John Burck, also known as the Naked Cowboy, who performs in New York’s Times Square.

Hayley Griffiths, senior marketing manager at TrekAmerica, told Event: "We know that our customers love America, but they’re equally in love with its diverse and delicious food, so a tour celebrating this was a natural step for TrekAmerica.

"Our launch event is designed to echo all the fun and excitement of the brand by providing a day packed with authentic American experiences. The event is being managed by Story Events, who have really brought the concept to life with their innovative ideas and fantastic attention to detail. We are looking forward to launching this epic new adventure and can't wait to see the response from our customers next week."

Sarah Kay, managing director of Story Events, added: "TrekAmerica approached us with an exciting brief to design an event to launch this new tour. The brief was to design an engaging event that would appeal to the fun, travel-focussed audience but with a strong American vibe.

"We’ve had a lot of fun designing the event and have sent spice kits based on foods from the tour to capture press interest in the lead up to the event. We have added the Trek touch to everything and will be styling the space with Trek memerobilia collected on tours, changing the frames to feature retro tour photos. It’s set to be a really fun event with a strong business message to communicate how fun the brand is and how great the new tour will be."

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