A fully integrated marketing campaign was executed nationwide to build awareness around the exclusive product launch. Elements included in-store promotions, radio endorsements, national sweepstakes and a huge celebration in the middle of Las Vegas where Sir Elton John performed a memorable set on his infamous Red Piano.
The event footprint resembled an international airport where guests were greeted by brand ambassadors styled a la Catch Me If You Can flight attendant uniforms. When guests entered the event through mock airport security units, their credentials included a chip which activated a computerized voice welcoming them by name. As they continued their journey, they visited famous airport lounges from around the globe and got a sneak peek of the exclusive footage.