The Upfront season in NYC is filled with money can’t buy experiences where media partners of all kinds are vying for the attention of the NYC ad buying community. The Weather Channel utilized a music strategy that broke through the clutter and brought this hard to reach target out in droves. Up against network media that has contracted talent at its fingertips, these events received “best of” accolades for two consecutive years being named Best Upfront of the Year and Best Upfront Venue of the Year by NY media.
These events immersed guests in a variety of weather environments where they could enjoy summer at Miami Beach, complete with cabanas flowing in the wind with a full sunset view, skiing on a revolving ski deck located adjacent to a winter ski lodge with overstuffed leather couches, hot steamy drinks and falling snow, and to top it off, summer on a California beach complete with a real sand volleyball court where known AVP professions played a game and provided serving and volley tips to the guests.
Delivering unprecedented ad commitment results, these events were more than an Upfront; they were an unexpected experience in the heart of Manhattan.