Mercedes-Benz and Sinatra:His Voice His World His Way

When Mercedes-Benz Tri-State Dealers became a founding sponsor for Radio City's production of "Sinatra: His Voice. His World. His Way", they were given the opportunity to present a special preview night for 5,300 of their existing customers as a loyalty and retention initiative for customers coming off lease. This preview performance was a final dress rehearsal to take place two days before opening night.Empire conceived and designed a Sinatra themed event for it's 5,300 attendees which was divided into three periods of Frank Sinatra's extraordinary life that were to be setup in Radio City's main lobby, lower lobby, mezzanine and other "front-of-house" areas.

The Grand Foyer was to be setup as Sinatra's Twin Palms Estate, located in Palm Springs, California. Positioned in the center of the room were to be two 16' Palm Trees, a giant cabana in which staff in cabana shirts served sparkling water and fresh fruit juices.The Grand Lounge was to be set up as the Copa Room of The Sands Casino, Las Vegas circa 1960s complete with Vegas Showgirls and staging, a lounge singer and pianist and casino gaming tables.The Mezzanine level was to be setup as a Sinatra photographic retrospective with images ranging from Sinatra circa 1930's through to 1980's.In addition to the main reception, Empire created a VVIP reception to take place in the Radio City Suite, for the celebrities and Mercedes-Benz Tri-State Dealership owners.

For this exclusive gathering in the stunning Art Deco era backstage room at Radio City Music Hall, Empire hired caterers Fancy Girl Catering to put together a 30's style hors 'douerves menu to be served by staff costumed in 1930s attire. American Song Book Standards were to be played by one of NYC's premier jazz pianists, Matt Ray.Empire was also tasked with desiging and implementing the communications, invitation, RSVP and ticket distribution plan using Mercedes-Benz Tri-State Dealership customer databases. Empire set up an RSVP line to receive calls from attendees, updated the existing database with contact information and allocated 1,800 pairs of tickets to recipients. Empire continued to answer inquires and take down information from callers even after the show sold out, to send out gifts compliments of Mercedes-Benz Tri-State Dealers.

Empire also produced a custom "Sinatra: His Voice. His World. His Way" show compilation CD in association with Sinatra Enterprises. Empire designed the CD artwork and Mercedes printed 5,000 CD's to be given away to attendees and customers that did not make the RSVP in time.Empire also solicited celebrity attendance for the preview night and had confirmed celebrities including Spike Lee, Moby, Joan Osborne & Wyclef Jean to name a few to add sizzle to the big preview night.Empire was also responsible for several other areas of this far-reaching program including parking, logistics, vehicle placement, staffing and onsite management. Then, just a few days prior to the event, disaster struck. On Saturday night, prior to the Monday load-in for the event on Tuesday, Radio City Music Hall notified Mercedes-Benz that due to technical delays, the preview night would have to be canceled. All elements were in place and 5300 Mercedes customers throughout the Tri-State area were poised to come into attend the much anticipated event. Empire's immediate job was to notify guests who were coming from all over New York, New Jersey & Connecticut and to do so in a way that would limit their inconvenience and ensure that their experience would not reflect poorly on Mercedes-Benz. Within minutes of this notification Empire was working with Mercedes-Benz to avert a major marketing and public relations crisis, and together mobilized a force that sent out thousands of Emails, Fedexes and phone calls notifying the guests of the cancellation with a well-written and thoughtful letter of regret from Radio City Music Hall with an additional incentive for leasing new Mercedes