When the Susan Magrino Agency planned a party at Gotham Hall last week, its promotion strategy was mysterious. Before the event, the agency sent invitations that said “Your presence is requested” for a “special announcement,” with no other information except for the date and location of the party and an RSVP contact. Why? “We had to come up with something that would entice people and arouse their curiosity without giving them too many details, because we wanted to keep the announcement secret until event day [to maximize] media,” says Magrino executive vice president Michael Doneff. “We made a lot of follow-up phone calls saying, ‘Just trust us, we wouldn’t waste your time. Just mark it on your calendar, it’s worth coming.’”
The morning of the party, the agency emailed guests with the full information about the event—it was the launch of the New York Michelin restaurant guide—as a piece ran in The New York Times revealing details about the party and the new guide. The result was a strong turnout. “Some people came without any coaxing,” Doneff adds, “just because they thought the idea was so clever.”
Posted 03.02.05
The morning of the party, the agency emailed guests with the full information about the event—it was the launch of the New York Michelin restaurant guide—as a piece ran in The New York Times revealing details about the party and the new guide. The result was a strong turnout. “Some people came without any coaxing,” Doneff adds, “just because they thought the idea was so clever.”
Posted 03.02.05
