The CBGB team, made up of extended family from the original venue, came to OW! to relaunch the brand and its first music and film festival in New York City. Our goal for this 2012 festival was to reestablish CBGB’s identity and mission, fostering future extensions including a feature film and future festival years. Outside of traditional event property and music press, we focused on a number of “business of the brand” stories to build sponsorship / partnership opportunities in the years to come, resulting in features in The Wall Street Journal and The New York Times. CBGB garnered over 1,600,000,000 impressions from our outreach, not including viral stories that emerged from the first year of the festival.