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Project:
Tide With a Touch of Downy Pajama Party
Client:
Fleishman-Hillard, New York
Procter & Gamble, Cincinnati
Overview:
To announce the introduction of Tide With a Touch of Downy, softness was the key messsage. Renowned lifestyle designer Karen Neuberger designed special Tide pajamas and the world’s largest pajama party was planned at the Plaza Hotel. Guests were invited to experience a good old fashioned pajama party, complete with munchies, manicures, massages and great music. Celebrities like The View’s Joy Behar, model Emme and Six Feet Under’s Lily Taylor also stopped by to join in the fun.
Production Plan:
Eventage began first with pre-planning and negotiation with the Plaza, which would be hosting the event in the Grand Ballroom. Preliminary sketches and floorplans were presented, along with a plan to handle the overflow of guests who would wait to be let in to the party. As the event would be advertised on the Internet and with a PR campaign, no exact count could be determined beforehand and several contingencies needed to be determined to keep within fire code of the ballroom and enable the hotel to continue its day-to-day operation in the lobby and other public areas. In addition to the Tide event, the Plaza was also in the midst of UN Week, with several heads-of-state and their staffs in the hotel.
Working with Fleishman-Hillard, Eventage helped design the flow of the event, dividing the day into three timed sessions in order to accommodate the large number of guests anticipated. A check-in and wristband system was developed, including a traffic pattern to get guests into coat-check and dressing rooms and then into the ballroom (and back again when their session has ended). Simultaneously, Eventage worked with the Plaza on catering menus and secured manicurists, massage therapists and tarot card readers.
The final design turned the Plaza’s ballroom into the Grand Bedroom. The stage was transformed into a giant bed (with oversized Tide pillows and giant Teddy bears) and the ornate walls and ceilng were draped in transparent silk-like fabrics. Comfy furniture, including four-poster beds and bean bag chairs, was scattered throughout the room. An oversized Tide bottle was custom-built and fabric was rigged to the ceiling, creating a reveal sequence for each session. Guests were transported into a magical world where they could be kids again for at least a few hours on an autumn afternoon.
Results:
Over 1,000 guests arrived to be a part of the party, and Eventage managed the queue on two floors to ensure that regular hotel operations could continue. The Grand Bedroom was continually full of guests, many of whom had to be coaxed to leave at the end of their assigned session.
Media coverage was extensive, with over 15 million impressions registered. The b-roll package was picked up by over 50 media markets and the event appeard on Live! with Regis and Kelly, The View, Good Morning America, Inside Edition, CNN, NY1, WB11, Fox 5 and Univision. Print coverage included People, Us Weekly, Baltimore Sun, Chicago Tribune Online, Hartford Courant, The Plain Dealer and Newsday.
Client
Feedback:
"Thank you so much for all that you and your team did to pull off an extraordinary event. It was a great pleasure working with you and I look forward to our next collaboration." - Claire Behar, Senior Vice President & Partner, Fleishman-Hillard
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