CBS Corporation has launched CBS Experiences, an experimental events division with a focus on extending CBS properties through live encounters.
CBSX will leverage CBS’s legacy and portfolio to create a series of ticketed and sponsored events at multiple venues as well as touring exhibitions to engage the public in its properties. CBS will use the events to extend its merchandising strategy.
“As marketers continue to place an increasing importance on the value of experiences, the launch of CBSX is an ideal opportunity to leverage our company's many assets,” says Tony Ambrosio, senior executive vice present, chief administrative officer, CBS. "By extending and elevating CBS properties, we have the ability to unlock incremental value, while also enabling consumers and marketers to engage with their favorite entertainment, news and sports brands in a new immersive dimension."
Rich Lobel is the group’s executive vice president and managing director while Vinnie Favale, current senior vice president of late night and talent development, will team with Lobel for new CBSX business initiates. Both will report to Ambrosio.
CBSX’s first event will be “An Evening with CBS Sunday Morning Live,” an immersive event featuring the cast of “CBS Sunday Morning,” at Town Hall in New York City on Oct.1.