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Project:
Times Square Supersign Unveiling
Client:
Samsung Electronics America/CCA
Overview:
After a major investment and years of planning, Samsung needed a first-rate event to premeire their new supersign high above Times Square. The media, key industry partners and Samsung executives from around the world would be on hand to witness the unveiling.
Production
Plan:
Eventage scouted several locations to hold the event, both indoors and outdoors. In conjunction with the client, JW's Steakhouse at the Marriott Marquis was chosen for its amenities and great view of the new sign through its northern windows.
Eventage wanted to keep the flavor of Times Square and Broadway closely tied to the event even though it was held indoors. Three Broadway Ambassadors -- a dazzling showgirl, a carnival barker and a sassy flapper --were on hand in full costume during the cocktail hour mingling with guests.
After dinner, a performance by a leading cabaret quartet brought the sounds of Broadway and beyond to the guests. The program also included the premiere of Samsung's new broadcast advertising as well as remarks from several executives.
The climax of the program gathered the guests at the restaurant's windows, where they could see the three Broadway Ambassadors on the roof of 2 Times Square aside a giant Samsung logo backdrop and a 7' tall chrome switch. With a pre-recorded audio track synched on the roof and in the restaurant, the Ambassadors spoke to the guests and flipped the switch, starting the countdown on the Samsung sign. When the countdown reached zero, the sign illuminated, the music swelled and confetti flew both on the roof and in the restaurant. The evening was capped off by a champagne toast and a group rendition of New York, New York (Sinatra, of course).
Results:
JW's Steakhouse was filled to capacity with an impressive list of guests. The production elements went off without a hitch and the guests were delighted to see the the Broadway Ambassadors far across Times Square. The evening reinforced Samsung's commitment to and growing success in the U.S. market.
Client
Feedback:
"Thank you for the great job your team did on our unveiling event. Everyone was thrilled with the results."
Michelle Son, Account Director, CCA/Samsung
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