Carolines Entertainment, Horizon Sports & Experiences Team Up to Boost New York Comedy Festival
variety.comBrian Steinberg Senior TV Editor Carolines Entertainment has tapped Horizon Sports & Experiences as its agency of record to develop sponsorship, brand activation, experiential and hospitality strategies to engage audiences across a variety of platforms on behalf of the 2023 New York Comedy Festival.
HS&E, part of Horizon Media, will provide sponsors its full suite of data and analytics services and solutions. The 19th annual festival is slated to return in November.
In an era when a writers strike has advertisers wringing their hands about how to align their brand messages with new comedy content, the festival, which started in 2004, may provide an alternative, says Neal Gluckman, HS&E’s senior vice president and head of sales, in an interview. “Brands still need to be out there,” he says, and the festival attracts a young, engaged base and also generates a lot of social-media content as comedians, venues and fans share their expereinces. “There is a gurantee of expssure in the nation’s largest market in the fall, leading into the holidays,” he says.
The New York Comedy Festival features more than 200 comedians performing in more than 100 shows at venues throughout all five boroughs of New York City, including the Apollo Theater, the Beacon Theatre, Carnegie Hall, Madison Square Garden, The Theater at MSG, and Town Hall, among other locations.
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