The Travel Channel Presents 1 Night, 4 Countries, No Jet Lag
Since launching over 2 decades ago, Travel Channel has become the world’s leading travel media brand. Their emphasis on providing experiential programming featuring high-end adventure, foreign lands and exotic palates has won over a highly-coveted viewer demographic. So when it came time to plan a Fall Ad Sales event, they wanted the party to represent the authentic experiences reflected in their programming.
Empire signed on to produce this year’s party dubbed “1 Night, 4 Countries, No Jet Lag.” Held at ESPACE on West 42nd Street, the blank canvas space was transformed into four large vignettes – Spain, Italy, Croatia and Morocco.Spain’s substantial backdrop included a fully-fabricated representation of Barcelona’s Plaza Real, complete with archways, orange trees, rustic wooden bar tables and a live flamenco band with dancers. Alongside a buffet of delectable Spanish tapas, guests enjoyed a Jamon Iberico carving station while tasting a selection of Spanish Sherries.
In Italy, a contemporary Milanese street café offered seating on black leather banquettes under outstretched awnings. An oleologist (a sommelier of olive oil) from Eataly taught guests how to properly taste and appreciate premium olive oils, while guests posed for Instagram photos on the Vespa scooters parked beside the café. Croatia -- the gem of the Mediterranean now known for its chic seaside resorts, featured terracotta-topped beach cabanas and sleek white lounge ottomans. Dubrovnik’s medieval walled city could be viewed through carved stone ruins.
Draped fabrics in blue and purple jewel tones created a sultry setting for Morocco’s souk filled with antique colored glass lanterns, pottery, glasses and rugs. Guests relaxed in the hookah lounge and received henna tattoos and haggling lessons while Moroccan musicians played traditional instruments accompanied by belly dancers.Watery blue LED lighting transformed the central bar area into the Mediterranean, perfectly tying in all four countries.
Travel Channel on-air talent was integrated into each of the vignettes in a variety of ways including a printed itinerary with expert tips that helped guide guests through the authentic experiences. For this highly detailed event, for which every element needed to be authentic, Empire was responsible for sourcing the venue, design, technical direction, site management, entertainment & activities, and overall event management.The travel Channel client was thrilled with the execution of the event and felt that it captured exactly the quality and authenticity embodied by their programming.
Empire is a leading producer of upfront and advertising sales events for the media and advertiser supported industries.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
