Located in its Rockefeller Center headquarters, the two-story multi-million dollar store NBC Experience was the network’s first entertainment/high-tech retail store. Our job was to build a pre-opening groundswell of interest and excitement and establish the store as a must-see for tourists. We first concentrated on local and regional media to construct immediate momentum and high visibility. Following a soft launch, we conducted tours for media, targeting TV programs, wire syndicates, and long-lead publications. The official opening was a huge success, attended by celebrities and high profile national and international media. In addition, we secured coverage in a majority of the dailies in the nation’s top twenty markets. As a front-of-the mind destination, the NBC Experience became a bucket-list item for anyone visiting New York City.