Wild, Experiential Upfront Party for The National Geographic Channel

Each Spring most of the major broadcast and cable networks come to New York City, the advertising capital of the world, to present the coming year's programming to a community of advertisers, media buyers and planners in an effort to promote advance advertising sales. Because these presentations take place prior to the production of programming which will air later in the year, these presentations are called Upfronts. Upfront season is a time when the world's most sophisticated marketers and media organizations compete with one another to out-wow the been-there, done-that advertising community. When National Geographic Channel, the nation's fastest-growing cable network decided to hold their first Upfront event, they knew they would have to do something bold, daring, innovative and reflective of their programming in order to stand out from the crowd. Naturally, they hired Empire Entertainment to help them achieve their goal.

Working directly with the National Geographic Channel's marketing and advertising sales teams, Empire worked to develop a highly interactive, participatory and stylish event that brought to life their 2004 positioning and slogan "Dare to Explore," and utilized the careful selection of yellow & red colors that derive recognition from the venerable National geographic Magazine yellow border. Empire created an astounding event at Gotham Hall in Midtown, NYC. The event featured a giant central yellow "Border Bar" built with surfaces that matched the logo colors, which were adorned with garnet red glasses in which were served 'Venom shots' and other unique cocktails created for the evening. Surrounding the bar were comfortable seating areas of ottomans and cocktail rounds, and around the perimeter of the room were a series of immersive activities, each one themed to a different National Geographic Channel series or special.

The shows / activities included Tycoon Toys in which guests enjoyed flights on jet fighter simulator, Techno Structures in which a team of master Lego builders had created towering buildings and replicas of the Rome Coliseum and the Pyramids of Giza and guests could make their own creations, Totally Wild in which guests interacted with animals ranging from a bear cub to albino python and falcons, Expeditions to the Edge in which guests played life & death trivial pursuit against the clock hosted by real paramedics, Seconds from Disaster at which guests experienced a virtual simulation of a helicopter crash, Pharaoh's Curse where guests took their photos in front of a digital backdrop of the Great Pyramids with a mummy and Pharaoh in costume, Inside the Secret service where guests honed their shooting skills on a laser targeting range and their hand to hand combat techniques with a real combat trainer to the Navy Seals, a Paratrooper station at which guests got to meet a real life Army paratrooper and try on parachutes and other gear, and Interpol Investigates at which guests got to try the latest spy gear, had their fingerprints taken by FBI experts and took a real time polygraph test with a specialist.Also mixing and mingling with the guests was a staff of real experts including medics, a race car driver, mountaineers, explorers, animal experts, NYPD and emergency workers and an assortment of other characters.

In addition to these activities, Empire provided outstanding catering in four large themed food stations representing the major regions of the world, Europe, Middle East/Africa, Asia and the Americas. Each station had an assortment of foods reflecting that region of the world and was decorated accordingly. A giant projection screen with a giant yellow border around it towered 24' above the event and served as a focal point for a presentation of NGC's amazing new programming and footage. And of course there was extraordinary lighting reminiscent of moving targeting lasers and an amazing, eclectic soundtrack that ranged from tribal drumming to techno beats.