LOS ANGELES: Warner Bros. Consumer Products and ASA Entertainment ramped up PR for their second annual all-female action sports competition and music festival, Supergirl Jam. The event takes place in Huntington, CA, July 25-27.

BOSTON: An integrated campaign took over Boston as the New England Aquarium launched its Sharks and Rays exhibit on July 1.

SAVANNAH, GA: The Gretsch Company, which produces drums and guitars, is celebrating its 125th anniversary this year with an unsigned artists competition.

NEW YORK: New Era Cap Co., the makers of baseball teams' official in-field caps, will set up a miniature stadium for kids in the trendy New York neighborhood of Soho in order to promote its All-Star Game Major League Baseball (MLB) merchandise ahead of the fray.

The upcoming Summer Olympics in Beijing have sparked protests across the world. For sponsors and other companies, though, the event is a powerful opportunity to connect with China.

From basketball to badminton, table tennis to tae kwon do, "more" is the word that can be adequately used to describe NBC's planned coverage of the 2008 Summer Olympic Games in Beijing. The network, along with other NBC Universal networks, is planning about 3,600 hours of coverage on NBC, USA, Oxygen, MSNBC, CNBC, and Telemundo.

NEW YORK: Nine of Porter Novelli's twenty something staffers collaborated to create Jack and Bill, a popup fashion agency in its Tribeca office this summer. In an effort to expand its fashion group and clientele, the popup spin-off will provide emerging design talent with free branding, buzz-building, media relations, and viral marketing services.

DEARBORN, MI: Ford Motor Co.'s communications team set up a series of experiential events to create buzz for its crossover SUV, Ford Flex, which is on its way to dealerships now.

MOUNTAIN VIEW, CA: Mozilla broadened its outreach beyond its core audience when it launched the new version of its Firefox browser last week.

ENGLEWOOD CLIFFS, NJ: Unilever took its Hispanic-outreach campaign, "Desaf'o del Sabor" (The Flavor Challenge), in a more family-oriented direction this year.