Prepared for Frédérique Heron and Laure Vaissermann, GL events
Known before
2028.
A LinkedIn-led B2B brand program that makes GL events USA the name organizing committees, venue operators and event organizers already trust when Los Angeles awards its biggest contracts. Three plans from $140K. Recommended: $200K.
Three plans. One foundation.
Every plan opens with the same six-week strategy phase, then runs a 12-month LinkedIn program through 2027, so GL events USA walks into 2028 already known. Each plan adds something the one below can't do, not just more posts. Your monthly rate stays locked through September 2028.
Credible
$140,000
14 months, November 2026 to December 2027
When a buyer looks GL events USA up, they find a serious US company with a point of view.
- US positioning and communication territory
- 12 company page posts a month
- A Built With LA partner feature every month
- Content built from your global project archive
- Community management and a US team share kit
- Monthly report, quarterly strategy review
What it won't doPut your leaders' names and faces in front of buyers. The local story is told with global footage.
$38,000 Phase 1 strategy
$8,500 a month program, 12 months
2028 extension, rate locked: $8,500 a month
KnownRecommended
$200,000
14 months, November 2026 to December 2027
Your leaders become the voices US buyers follow, with your LA partners and crews on camera.
- Everything in Credible, at 16 posts a month
- Up to 2 executive voices, 8 posts a month each
- 2 production days: your LA partners and crews on camera
- Built With LA, co-published by your partners
- Group amplification with Lyon communications
- Quarterly executive readout
What it won't doReach named buyers directly, host them, or place GL events in the trade press.
$38,000 Phase 1 strategy
$13,500 a month program, 12 months, production included
2028 extension, rate locked: $13,500 a month
Leading
$362,000
14 months, November 2026 to December 2027
In the room with buyers, in the trade press and on stage, with a full bench of leaders out front.
- Everything in Known
- Up to 5 executive voices, including Group specialists in France
- Target account program: 150 named organizations, Thought Leader Ads, monthly BD report
- Monthly Load-In newsletter
- 3 hosted roundtables in LA, 25 to 40 decision-makers each
- Earned media: bylines, awards and speaking
- 4 production days
The full programEvery channel your brief names, working together.
$38,000 Phase 1 strategy
$27,000 a month program, 12 months, production included
2028 extension, rate locked: $27,000 a month
$38,000
Prefer to start with strategy only? Phase 1 runs on its own: six weeks, fixed fee. The positioning, territory and 2027 to 2028 plan are yours to keep, whoever executes them.
Add to any plan: additional executive voices at $3,000 a month each, and additional production days at $8,000. Temporary, a short documentary series on how temporary venues get built, is scoped during Phase 1.
Fixed fees. Phase 1 is billed 50% at signing and 50% at delivery. The program is billed monthly in advance. Billed direct to GL events USA with no markup: paid media, roundtable venue and catering, travel outside Southern California, event registrations and award entry fees.
A global group. A US team. A closing window.
GL events is one of the largest event companies in the world: €1.72 billion in 2025 revenue, more than 6,000 people, operations in 20+ countries. In Paris, the Group delivered 70% of the Games' temporary facilities, including 160,000 grandstand seats across more than 60 venues.
The people who award that kind of work in the US haven't seen it. GL events USA's teams in New York, Miami and Los Angeles work hand in hand with the Group's headquarters and business units in France, the same people who delivered Paris. On our call, the goal was clear: every US buyer should see the full weight of the Group behind GL events USA.
LA is hosting three straight years of mega events.
The World Cup in 2026, Super Bowl LXI at SoFi Stadium in February 2027, then the summer of 2028. Every organizer, venue and vendor in the region is choosing partners now.
2028 is a temporary-build Games.
It will be the first in 80 years with no newly built permanent venues. The plan relies on temporary venues and overlay on existing ones across 40+ sites. That is GL events' core business.
The contracts land in 2027, not 2028.
In Paris, GL events was named overlay provider in June 2023, more than a year before opening day. LA's venue infrastructure procurement runs through AECOM Hunt. Shortlists favor names buyers already know.
Scale is shown, not stated.
GL events USA already has the scale: local teams and partners on the ground, with the Group's headquarters and business units behind every project. What US buyers can't see yet is that connection. On LinkedIn, three things make it visible, and GL events already has all three. They just aren't pointed at America yet.
Proof at world scale, every week
The Group's archive becomes the US page's drumbeat: Paris, Expo 2025 Osaka, Milano Cortina, Formula 1 Las Vegas, the FIFA Club World Cup. Buyers see what the Group builds, and who builds it with them here.
Named experts, not a logo
US buyers follow people. Your GL events USA leaders become the recognizable voices on how major events get built: temporary venues, grandstands, overlay, sustainability, delivery under pressure. Group specialists in France join for the deepest technical topics.
An ecosystem that shares you
Seven US partners and 6,000+ Group employees. When they reshare, GL events USA reaches feeds no media budget could buy. This is the alternative to a traditional media plan your brief asked for.
Local team. Global machine. We make US buyers see both.
Lyon to LA: same company, different reader.
Your brief asks for an agency that understands US communication codes. Here is the difference in one exercise. European corporate writing leads with positioning. US buyers read for proof: names, numbers and specifics, in the first line.
From your brief
How a US buyer needs to read it
"Its model is built on the complementarity of its expertise and the ability to integrate all event-related capabilities, enabling the Group to deliver tailored, large-scale, end-to-end solutions."
One contract. Structures, seating, fit-out, crew and look, delivered by one team. In Paris, that team built 160,000 seats.
"A global player with a strong local footprint."
We built most of the temporary venues in Paris. The crews building for LA are from LA: Brown United in Monrovia, Choura, Career Group.
"A reliable and experienced partner."
Salt Lake City 2002. Formula 1 Las Vegas 2023. FIFA Club World Cup 2025. We've been building American events for 24 years.
Phase 1 turns this into a full American English voice guide, so every post written in Lyon or LA reads like it was written here.
The working territory.
Our starting hypothesis. Phase 1 pressure-tests it with your team, your partners and your buyers.
Built With LA.
GL events doesn't parachute in for one summer. It builds with Los Angeles companies and Los Angeles crews, and leaves the region stronger than it found it. That answers the legacy question in your brief and gives every partner a reason to tell the story with you.
Proven at world scale
Paris 2024, Expo 2025 Osaka, Milano Cortina 2026, Formula 1 Las Vegas. More than 45 years of the world's biggest opening days.
Built with LA
An LA office, a California logistics platform and seven US partners across structures, grandstands, staffing, fit-out, labor and look. Local jobs and local vendors on every build.
Temporary, done right
In Paris, 100% of the materials GL events used for temporary structures were reused or recycled. The legacy is what stays in the community, not what's left on the site.
GL events USA isn't a satellite. It's the US front door to a global group: local teams and partners on the ground, with the Group's headquarters and business units behind every project. The frame travels, too: Built With LA is the West Coast chapter of a story that already runs in New York, where GL events has staged Premiere Vision twice a year for more than 24 years, and in Miami.
The LinkedIn engine.
LinkedIn is where US B2B buyers decide who's credible. The program runs on four content pillars, three surfaces, and a distribution network that doesn't depend on ad spend.
The Build
How the world's biggest events get built. Timelapses, engineering, logistics and the numbers behind the seats.
Built With LA
Partner features, local crews and the economic footprint of every project. Co-published, so partners carry it to their networks.
The Playbook
Executive point of view on temporary venues, overlay, sustainability and delivery risk. The posts that get saved and forwarded to a procurement team.
LA's Event Decade
A clear point of view on the World Cup, Super Bowl LXI and summer 2028 run, written to work within protected-mark rules.
Three surfaces
Company page
GL events USA's home base on LinkedIn. Proof, partners, project news and hiring.
Executive voices
Ghostwritten from a monthly interview with each leader. Opinions buyers remember, in each executive's own voice. Known and Leading plans.
Load-In newsletter
A monthly LinkedIn newsletter on how major events get built. Every issue reaches subscribers directly. Leading plan.
Distribution without a media plan
- Partner co-publishingBuilt With LA features written with Brown United, Choura, Career Group, Bednark, A3 Visual, Silverback and Dorothy, shared from both sides.
- Group amplificationA monthly share kit for the US team and, with Lyon communications, for GL events people worldwide.
- Hosted roundtablesThree Built With LA roundtables a year in Los Angeles for 25 to 40 decision-makers. An events company hosting its own buyers is the strongest proof it has, and every room becomes a month of content. Leading plan.
- Earned media and stagesBylines, expert commentary, awards entries and speaking submissions, written by us and pitched to the trade titles and stages your buyers follow. Leading plan.
The target account program
The people who can award GL events a major contract are a few hundred decision-makers, not a mass audience. The awareness that matters is whether they know you. The Leading plan runs a program built on that fact.
1Name the accounts
150 organizations across your four audiences, built in Phase 1. It starts with AECOM Hunt's venue infrastructure team, the Los Angeles Sports & Entertainment Commission, venue operators like SoFi Stadium, the Rose Bowl and the LA Convention Center, event organizers and US national governing bodies.
2Put your executives in front of them
A weekly engagement routine: connection notes, comments and conversations we prepare and your executives send.
3Precision paid, not a media plan
Thought Leader Ads carry executive posts to those accounts only. A small budget aimed at a named list, billed direct with no markup.
4Report to business development
A monthly account report showing which organizations are reading, engaging and warming up, handed straight to your BD team.
Phase 1: diagnose before we prescribe.
We don't guess at a US positioning from a brief. We build it from your team, your partners and your buyers. Everything in section 6 of your brief is delivered here.
Positioning Sprint
Six weeks, November 2 to December 11, 2026. Included in every plan.
$38,000
- US positioning for GL events USA
- Communication territory: key messages, storytelling, differentiation
- Legacy narrative framework: community engagement, local workforce and local economic development, built with your US partners
- Named target account list across your four audiences
- Competitive teardown of US-active event infrastructure brands on LinkedIn
- LinkedIn strategy: page, executive voices, pillars, cadence and formats
- American English voice guide for Lyon-to-LA content
- 2027 to 2028 communication plan, channel mix and priority actions
- Guardrails: protected marks, asset clearance, LA and Lyon approvals
- Measurement framework and baseline
How it runs: interviews with the US team and Lyon communications, conversations with three to four US partners, an audit of your global project archive, and a playback session the week of December 7.
What each plan includes.
The program term is 12 months following Phase 1. Early termination: 40% of the remaining program value. Each production day includes two camera operators, lighting, on-site direction and five edited deliverables. Content approvals: one consolidated feedback round per batch, returned within three business days. Additional revision rounds and requests outside scope are billed at $150 an hour, approved in advance. The 2028 extension continues your plan at the same monthly rate, confirmed at the Month 9 review.
The build schedule.
Strategy before the holidays. Live in January. Known by the time 2028 contracts are awarded.
- 1Nov to Dec 2026Positioning Sprint. Interviews, audit, territory, voice guide and the 2027 to 2028 plan. Playback the week of December 7.
- 2Jan to Mar 2027Market entry. US page relaunch and Built With LA opens with its first partner. On Known and Leading, executive profiles are rebuilt, the first executive posts go live and the first production day is shot.
- 3Apr to Sep 2027Build authority. Page and partner series compounding, executive voices building on Known and Leading, target accounts warming and the first hosted roundtable on Leading, one year out moment executed within mark rules. Month 9 review scopes 2028.
- 4Oct to Dec 2027Enter 2028 known. Year-in-review proof reel and 2028 plan locked, with a year-end account review for your BD team on Leading.
- 5Jan to Sep 2028Games year, optional. Build documentation as the region's venues come together, live coverage within mark rules, legacy reporting after the Games.
How we measure it.
Awareness you can see, tied to business you can count. Baselines are set in Phase 1. You see what's working and what isn't, every month.
Reach inside the buying audience
Followers and impressions filtered by industry, seniority and target account, not raw totals.
Target account engagement
Which named organizations are reading, reacting and following, month over month.
Executive authority
Profile growth, newsletter subscribers and inbound messages from buyers.
Earned distribution
Partner and employee reshares, and the reach they generate without media spend.
Share of voice
GL events USA against the US-active competitor set defined in Phase 1.
Business signals
RFP invitations, inbound inquiries and meetings your team attributes to the program, reviewed with you monthly.
Built to clear legal and Lyon.
Protected marks
The Ted Stevens Act gives the USOPC exclusive rights to Olympic and Paralympic terms and imagery, and LA28's marks are protected. Unless GL events USA holds official supplier status, public content stays clear of them. The narrative is built so it never needs them.
Client confidentiality
Event clients restrict publicity. Every photo, video and project detail is cleared against your NDAs before it's scheduled.
LA and Lyon, nine hours apart
Monthly calendars approved in advance, one consolidated feedback round per batch, and a dedicated Notion client portal so Lyon sees the work in real time.
Work that looks like this brief.
Two engagements closest to what GL events USA needs: a B2B brand in the built environment that architects now follow, and a body of raw footage turned into a content engine.
Arktura: B2B, built environment, Los Angeles
A ceiling company became must-watch for architects.
Arktura makes architectural ceiling systems, a product most people never look up at. We made the engineering and craftsmanship behind each project the story, organized content shoots around Los Angeles, and built social assets for the team's industry events. It's the same move GL events needs: make the build the story.
25Morganic impressions in 12 months
~300%growth in brand exposure
150K+Reels views every quarter
"Since working with Cave, our social presence has seen measurable growth. Our Instagram and LinkedIn followings doubled."Terren Lin, Creative Director, Arktura
Arktura at NeoCon: trade show coverage
A trade show showroom, opened to everyone who wasn't there.
NeoCon is the commercial design industry's flagship trade show. We shot Arktura's showroom on site in Chicago and turned it into content, so the architects and designers who never made it to Chicago still walked through it. Every GL events build and trade show becomes the same thing: proof for the buyers who weren't on site.
Alexa Meade: production, archive to engine
Raw footage in. 100+ pieces of content out.
Alexa Meade is a world-acclaimed artist who paints directly onto living people. We took her raw footage and shaped it into more than 100 pieces of social content, leading strategy, editing and voiceover direction. It's exactly what we'd do with GL events' global project archive in the first 90 days.
10M+organic views in 6 months
1M+views on several individual videos
100+pieces cut from raw footage
The people on your account.
A social-first agency based in Los Angeles, with AI running our back office, reporting and project management. You get the senior team, not a handoff.
Jordan Scheltgen
Managing Partner, CEO
Account lead. Runs the Positioning Sprint with Lauren and owns the relationship through 2028. 15+ years running Cave.
Lauren Wesley
Lead Strategist on your account
Managing Partner and COO. Owns the program day to day: positioning, executive voices, the target account program and the LA-to-Lyon approval workflow. Produced commercial work for Apple, Google and Amazon.
Seth Shapiro
Head of Production
Leads every production day: partner films, executive interviews and build documentation. Sports and brand storytelling from ESPN to startups.
Yolo Martinez
Video Editor
Cuts production days and your global project archive into LinkedIn-native video.
To start November 2.
- 1
Walk through it on October 1
We take your team through the thinking and answer every question on the plans.
- 2
Choose your plan
Credible, Known or Leading. Or start with Phase 1 on its own.
- 3
Confirm by October 23
Agreement signed and kickoff booked, so Phase 1 delivers before the holidays.
- 4
Live in January
Playback the week of December 7. The program goes live in January 2027.
Known before 2028 starts November 2.
Tell us which plan fits and we'll send the agreement the same day.