Objectives
Located in its Rockefeller Center headquarters, the two-story multi-million-dollar NBC Experience was the network’s first entertainment/high-tech retail store. Experiential in nature, the attraction boasted digital photo booths, blue screen interactive technology where visitors could “interact” with NBC stars like Jay Leno, Conan O’Brien and Al Roker, an HDTV Theater that rose two stories high, and of course, NBC logo emblazoned products.
Our job was to build a pre-opening groundswell of interest and excitement, position the site as a cool, must-visit attraction for tourists, and then once open continue to generate high profile media coverage
Approach
We first concentrated on local and regional media to build momentum and high visibility. Following a soft launch, we conducted “tours” for select media to run stories leading up to opening day, targeting national TV programs, news outlets, wire syndicates, travel, consumer, and design media.
We organized a hugely successful launch event for the official opening, attended by celebrities and a broad range of domestic and international media.
Our ongoing, extensive coverage included Associated Press, CNN, Access Hollywood, The Today Show, Reuters Television and wire, BBC, RAI, C/Net, Russia’s Tass News Agency, Newsweek, TWA’s Ambassador Magazine, Elle, Travel Weekly, and TV Guide. We also worked with the dailies in the nation’s top twenty markets to generate buzz and interest in visiting the multi-level store as a NY attraction.
Results
As a front-of-the-mind destination, the NBC Experience became a money-making machine for the network and bucket-list item for anyone visiting New York City.
