#5 – Star-ify your Product PR: Events

#5 – Star-ify your Product PR: Events

#5 – Star-ify your Product PR: Events
 
Deciding what type of events to throw with Stars can be the most fun of all. The options are almost limitless – as long as their teams will approve it Here are a few of our favourite and most successful event concepts for Celebrity Brand PR campaigns:
 
• Media Tour – Depending on who your Star is, media will (hopefully!) be interested in interviewing them. Depending on how much time you have available, your Media Tour may include visits to be interviewed at key morning and entertainment TV shows as well as potentially one-on-one interviews with key editors and influencers. As time with Stars is always so precious and sparse, it can be a good idea to arrange for a hotel suite so the interviews can happen back to back to facilitate as many as possible within your set window of time. These media interviews are often the biggest ROI drivers of your campaign so you’ll want to carefully consider your messaging. See Blog #2 in this series – Crafting the Message
 
• Event with Speech – Another option is to have all your key media and influencers come together at one time in an event. Once you have a group of media/influencers/consumers assembled, you want to give them an opportunity to see the Star in action and ideally get a better sense of who they are. We’ve done many press conferences and cocktail receptions where our Star has taken to the podium to speak to great effect. Some of our Stars have had their speeches carefully crafted in advance and others have preferred to speak from the heart from the stage (even though they had their pre-written speech loaded on the teleprompter!) But the main takeaway is that your guests feel like they’ve had more of an interaction and personal experience with your Star thanks to your brand. As part of the speeches, also good idea to have your brand spokesperson(s) say a few words to further reinforce your brand messaging.
 
• Q&A Style Event – Depending on your objectives, having your Star participate in an onstage Q&A with an interviewer can be a really fun and engaging way for your audience to learn more about your Star. We did this recently with Julianne Moore when she attended a second event for L’Oreal Paris at TIFF and the amazing Cheryl Hickey from ET Canada interviewed her about her favourite red carpet beauty and fashion looks – which was totally fun! We also did a Q&A style event at a previous TIFF party at a downtown Toronto penthouse with supermodel Karlie Kloss with chosen questions submitted by the guests. Check out a few pics of events we’ve done for L’Oreal Paris at TIFF here
 
• Book signing/reading – If your Star has a book, having them do a reading from the book followed by signing guests’ copies of the books, is a fun way to see the Star in action and have them mingle with guests without the formality of a speech.
 
• Red Carpet Photo Opp – Creating an opportunity for a great photo of your Star for all your guests to take and share (ideally with your brand step and repeat as backdrop) is a win-win-win for everyone. This can be a good opportunity for a few additional on camera interviews as well if the Star is willing!
 
Possibilities are endless! But these are a few of our faves!
 
Hope you’ve enjoyed this final installment of my five part blog series on Star-ify your Product PR. Have questions about Celebrity Brand PR campaigns? Have a suggestion for a future blog? Or need help planning your next Celebrity Brand PR campaign? Email me at cathy@cowanandcompany.net and I’ll be happy to help!
 
~ Cathy
 

Our lovely guest of honour Karlie Kloss at the 2015 L’Oreal Paris TIFF event in Toronto. Image – Ryan Emberley.

The always charming Julianne Moore interviewed by Canada’s very own star host, Cheryl Hickey for an intimate L’Oreal Paris TIFF event. Image – Ryan Emberley.