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Project:
Monopoly 2003 National Championship
Client:
Fleishman-Hillard, Chicago
Hasbro Games
Overview:
The Monopoly National Championship takes place every four years in the United States. For 2003, Hasbro and Fleishman-Hillard decided to have the competition on a moving train between Chicago and Atlantic City. Eventage was brought on to bring pomp and pageantry, as well as excitement, to the send-off in Chicago and the final round in Atlantic City.
Production
Plan:
Eventage wanted to utilize all of the grandeur of Chicago's Union Station, so a procession with all of the players, judges, bankers and other officials was led by a marching band through the station's Great Hall, on its way to Track One, where a branded Amtrak train awaited. Mr. Monopoly presided over the opening ceremony, which culminated in the christening of the train with a bottle of Champagne. Participants then got on board and the train pulled out of the station, heading for Washington, D.C., Philadelphia and Atlantic City.
In Atlantic City, Eventage turned the ballroom at the Showboat Hotel and Casino into an arena for the final rounds. The space was accented with oversized Monopoly game pieces and board images and featured a center ring for game play, a three camera live video system to show players and the board play up close, and raked seating for the audience.
The 2003 Monopoly Champion was crowned with fanfare and a confetti release, as Mr. Monopoly raised the winner's hand after the final round.
Results:
Media coverage of the tournament was enormous, with more than 155 million impressions based on over 650 broadcast hits and 400 print stories. The extensive coverage included USA Today, LA Times, Dallas Morning News, Miami Herald, Philadelphia Enquirer and others. Broadcast included top 20 market saturation which included Saturday Night Live, CNN, CBS Sunday Morning with Charles Osgood and MSNBC.
Client
Feedback:
"Thank you to everyone at Eventage for your creativity and flexibility in making the Monopoly National Championship such a huge success. Both venues looked absolutely spectacular and the logistics were right on the money."
Joanne Freed, Vice President, Fleishman-Hillard
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