With the Radio City Christmas Spectacular, people assume they know the show and that it hasn't changed over generations.
At the same time, there is a need for more connectedness during the holidays as families look to old traditions or to start new ones.
We needed to make the familiar feel new.
The Spectacular is a unique experience that brings people together through spirited energy and emotion, and we were tasked with illustrating how dynamic, fresh and inspiring their holiday message is.
We ushered through a huge initiative encompassing subway station dominations, commuter rail saturation, TV spots and social activations.
The result, the best sales the show had seen in years.
Then they had us back to promote their summer spectacular.