NBC Experience

Transforming an Entertainment Store into a Popular New York
Tourist Attraction

Back Story

The NBC Experience was the first entertainment high-tech retail store opened by the NBC Television Corporation. Located in its New York Rockefeller Center headquarters, the two-story multi-million dollar store boasts NBC memorabilia, digital photo booths, blue screen interactive technology where visitors can “interact” with NBC stars like Jay Leno and Conan O’Brian, an HDTV Theater that rises two stories high, and of course, products emblazoned with the NBC logo. Our job was to build a pre-opening groundswell of interest and excitement and establish the store as a must-see destination for tourists.

Campaign

First we concentrated on local and regional media to build immediate momentum and high visibility in New York. Following a soft launch, we conducted tours for media, targeting wire syndicates, long-lead publications ranging from travel to women/men’s, news magazines, business, design, as well as international media for tourists visiting New York. We set up a spectacular launch for the official opening, attended by celebrities and a broad range of local, national and international TV and print media. National and international press coverage included Access Hollywood, The Today Show, CNN, Reuters Television, Russia’s Tass News Agency, BBC, RAI, C/Net, Telemundo, Associated Press, Newsweek, TWA’s Ambassador Magazine, Elle, Travel Weekly, TV Guide, and a majority of dailies in the nation’s top twenty markets.

Results

The impressive launch put the NBC Experience as a front-of-the mind destination. Today, it’s a must-see for anyone visiting New York City.