Empire Transforms Times Square Into Hawaiian Paradise for a FOX Series,

When FOX Broadcasting needed to make headlines with the launch of their new summer series, North Shore, they turned to Empire Entertainment to create and execute a stunning press stunt in the heart of Times Square. Given that the show is based in Hawaii, FOX sought to transform the busiest intersection in America into a Hawaiian atmosphere that featured all the best of what Hawaii has to offer. Working through various New York City agencies, Empire was able to secure Fence Island, a small traffic island between 45th & 46th Street, Broadway and Seventh Avenue, in the heart of Times Square and arguably America's busiest intersection.

Working with a small army of designers, carpenters, florists, laborers and technicians, Empire realized the client's vision of a Hawaiian paradise, creating a main stage finished and backed with bamboo, a real beach with clean play sand, towering palm trees and lush tropical floral arrangements, greenery and various props including surf boards, beach chairs, Polynesian totem polls and Tiki huts. The centerpiece of the entire production was a towering volcano prop, 15' high X 9' wide that stood high above the stage. The volcano itself was designed by Empire, and included smoke and flame special effects. Branding for the event was also provided by Empire and included custom printed show posters on vinyl that fit over standard police barricades, a full size surf board and boogie boards that were printed with the North Shore, FOX logo and tune-in information, thousands of real flower Lei's that had been made in Hawaii and flown in for the event as well as branded post cards and Pineapple cups as giveaways to pedestrians.

Added to this were teams of performers, all cast, contracted, costumed, trained and supervised by Empire. This cast included male and female surf instructors, a team of catering servers who passed out original Hawaiian punch concoctions in branded FOX cups, a street team of 8 surfer dudes & girls in branded beach attire who worked the busy sidewalks of Broadway giving out premium items and building traffic on the island, and a running crew, all attired in Hawaiian shirts. On stage, an awesome Hawaiian music & dance ensemble, The Tiny Bubble Band, consisting of guitar, ukulele, congas and bass performed while a cast of 4 hula dancers in grass skirts performed traditional dances of Hawaii. In front of the stage, actress Brooke Burns and other stars of the show appeared live on FOX's Good Day Live and gave interviews for Access Hollywood, Extra, WNYW and other media. Brooke also posed for photos with fans, gave autographs and even participated in some of the surf lessons and hula activities.

The two hour long event was free and open to the public, served more than 2,000 guests and created quite a stir in Times Square. WPLJ was the radio promotion partner and provided additional promotional support onsite as well as on air personalities who helped emcee the event and participated in the prize giveaway of a trip to Oahu, Hawaii.

Empire provided all services for this promotional event including site selection and acquisition, security, staging, sound, lighting, electrical power & distribution, stage and set design and fabrication / installation, creation of the sand beach, staffing, music and other talent, onsite coordination, stage management and liaison with all parties.The clients at FOX Broadcasting were thrilled with the event and the President of the Times Square Alliance, an organization that helps to develop and promote Times Square, called the event "One of the most creative visual commercial promotions to happen in Times Square for a long time."

Empire is a leading producer of press stunts and events designed to generate national publicity.