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Client:
The Madison Square Garden Company
Credits:
Studio: The Madison Square Garden Company
My Approach:
A custom-made print was developed to replicate wrapping paper, creating a backdrop that resembled an unopened present. This unique wrapping paper design was the foundation for creating various branded elements, including pillars, elevator decals, key cards, and table tents. The consistent use of this theme across different parts aimed to evoke a sense of excitement and anticipation, aligning with the “Make Time for Joy” campaign for the Radio City Rockettes in 2016. The lobby takeover at the Marriott Hotel in Manhattan and its adaptation for the Lotte New York Palace Hotel aimed to immerse the audience in a joyous and memorable experience, setting the stage for a captivating campaign.
Background:
Make Time for Joy served as the campaign that marked the beginning of the 2016 campaign for the Radio City Rockettes. The team set out to create a captivating lobby takeover at the Marriott Hotel in Manhattan, which would later be adapted for the Lotte New York Palace Hotel. The primary objective was to capture the essence of joy and excitement, setting the stage for a memorable and engaging experience for the audience.
Results:
The exceptional success of the Make Time for Joy hotel takeover resulted in a significant increase in traffic and engagement. As a direct result, the team received a request for an additional takeover at the prestigious Lotte Hotel in Manhattan, New York, during the same year. The campaign’s ability to captivate and enthrall the audience led to this further opportunity to showcase the Radio City Rockettes and their captivating “Make Time for Joy” theme, reinforcing its impact and popularity within the target audience.
