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Event Management :: Sports Illustrated :: New York to Las Vegas 2009
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| Situation |
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Sports Illustrated sought to create new revenue streams from its annual hallmark issue, the Swimsuit Issue, while also increasing subscriptions and single issue sales. While the Swimsuit issue is a yearly tradition, the magazine had not capitalized on its popularity and annual media coverage in previous years. Team Velocity was tasked with creating two proprietary events, one in New York and one in Las Vegas, surrounding the unveiling of the Swimsuit Issue with key event integration for select sponsors. In order to effectively utilize the media blitz surrounding the Swimsuit Issue’s release, the two events would be thrown within 24 hours, necessitating the coordination and movement of program assets, magazine executives, and models efficiently from New York to Las Vegas.
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| Solution |
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In order to best accommodate two unique markets, Team Velocity developed quite different strategies for the events in New York and Las Vegas. The New York events were based around traditional media and launch events, while the experience culminated in a full celebration in Las Vegas. Details included:
- Partnerships were developed with Las Vegas Convention and Visitors Authority as the presenting sponsor, along with Southwest Airlines, SoBe Lifewater, and Nissan Z
- 50,000 postcards were distributed in New York via street teams, while magazines were distributed on buses for two days
- A press event featuring Bar Rafaeli, the 2009 cover model, was held at LaGuardia to unveil the Southwest plane wrapped in the cover photo and renamed SI One
- SI President Mark Ford presided over a red carpet and cocktail event at Pranna in New York with subtle sponsor integration
- The Las Vegas event at LAX Nightclub featured an elaborate model reveal, a performance by John Legend, DJ Sky Nellor and extensive sponsor integration
As the New York event ended, 100 models and guests were transferred to LaGuardia for SI One’s inaugural flight to Las Vegas divisions
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| Results |
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The New York and Las Vegas events attracted 1,400 guests, while the street teams in New York reached 50,000 consumers with call to action postcards. The campaign impacted consumers on a personal level in the two cities and built public awareness around the country through:
- Additional media coverage surrounding the events
- Furthering the longevity of the campaign as the plane flew for 60 days
- Unique campaign extensions on program partner websites
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©
Copyright 2009 Velocity Sports & Entertainment. All Rights Reserved.