AARP Drive to End Hunger Tour

Sep, 21, 2014

Framework

The "Drive to End Hunger" campaign was founded by AARP and AARP Foundation in 2011 to raise awareness for the millions of older Americans who face hunger across the nation. The program brings the issue to light while encouraging citizens to support the cause through fundraising and volunteerism.

Since the Drive to End Hunger’s inception in 2011, Wunderman3 has partnered with HMS to provide ideation, production and logistics for a mobile display.

Desired Layout

For the 2014 experience, HMS was tasked with developing an engaging and scalable signature display that would educate fans about the “Drive to End Hunger” initiative at nine NASCAR races and six food and wine festivals.

Build Approach

The HMS team developed a signature, modular experience, with multiple 12-foot-by-12-foot displays that could be used singularly for smaller footprints, like festivals, or combined for a larger footprint, like a NASCAR race.

HMS was responsible for designing the event’s blueprint, building the footprint and determing the display components which included:

  • A wrapped and branded Sprinter van with a custom-fabricated TV gallery wall to display content;
  • Three custom-built registration stations with 12-foot branded parasols;
  • A branded 16-foot aerotent to house for a pesonalized photo experience; and
  • A wrapped and branded 16-foot trailer for storage, transportation and footprint backdrop.

On-site, HMS transported the display and assisted with operations .

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"HMS Worldwide has brought the Margaritaville brand to Jimmy Buffett fans everywhere in a way that far exceeds what we thought possible. HMS has over-delivered on all aspects of the tour from display design to fabrication to event execution. The fans thoroughly enjoyed their experience with us… and through HMS, we are able to continue the conversation with the fans long after the event is over. We could not have done this without the HMS team."

Tamara Baldanza
Director, Marketing
Margaritaville Hospitality Group