THE GO-TO-MARKET
With the effort below, we aren’t just launching a show, we are building a brand. The way we announce this experience will set the tone for years of expansion to come, to new locations, merchandising, and, eventually, through to digital worlds. This is how it starts.
This is the birth of HERO.
Our marketing effort will be multi-channel with the goal of generating impressions and creating conversation at every level - from publicity through influencers, through paid social, and out-of-home.
Each element is crafted to drive conversation and social shares beyond the initial spend, all while building the story for our guests before they ever enter the building.
PHASE I
POP-UP
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PHASE II
LAUNCH
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PHASE III
ONGOING
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PHASE I - POP-UP
In this early phase, we will test our systems and storytelling, build our audience, and learn the ins and outs of operating and marketing within Rockefeller Center.
Through this early phase, we will tell two simple stories.
First, for October, "The Hidden Forrest - A Story told in Darkness." Then in November and December, we will use the same sets but flip the audio/video to tell a story tuned to the holidays, "The Hidden Forrest - A Story told with Light."
The October story will be marketed to our core audiences and the general public as a more sophisticated Halloween offering. The November/December story will be focused on the crowds coming to Rockefeller Center for tree season.
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Messaging theme:
“You are invited to a pop-up, showing the future of storytelling via spatial audio and immersive video.”
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Our Core Audience 1 mm
Paid Social 5 mm
Select Influencers 7 mm
Select Publicity 20 mm
Total Pre-Launch Impressions - 33 mm+
Every story that we launch for HERO will be announced with a cadence similar to a blockbuster film, with a trailer, a premier event, and interviews with the creative team. Eventually, as our productions evolve, we will incorporate A-List talent to voice elements of the narrative, lending classic Hollywood star power to our productions and marketing.
HERO PRESENTS
The Hidden Forest
A Story told in Darkness
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This October, you are invited to step into the heart of the stories that we tell in the darkness. The team behind HERO has built an immersive landscape of immersive video and spatial audio, presenting a series of stories that speak to the soul of the season when the veil between worlds is thin.
This chilling immersive experience features the work of a half-dozen installation artists, built within a visual and sonic landscape of whispers from the night.
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10/1/2023 through 10/31/2023
HERO PRESENTS
The Hidden Forest
A Story told with Light
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For the holiday season, the team at HERO has created a dazzling exploration of light and music inspired by the spirit of this heartwarming season.
Just below the infamous Rockefeller Center Christmas Tree is a hidden forest featuring an open-world exploration of holiday stories told via spatial audio, immersive video, and life-sized puppets.
Artisanal hot chocolate from around the world, holiday-themed cookies, and other snacks are available.
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11/1/2023 through 12/31/2023
PHASE II - LAUNCH
Our launch event is vital, offering a touch of glamour with just the right people in attendance to ignite a conversation throughout New York City.
Our vision for the launch of HERO NYC is a throwback to the classic film premiers of the 1930s with big lights, stars, cameras, and dramatic setups.
Our launch event will be a key publicity moment, with an over-the-top spectacle that will be talked about for weeks (and possibly years) to come.
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Messaging theme:
“You’ve been invited to experience the launch of the future of storytelling.”
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"What They Wore: Style from the Black Carpet at the Launch of HERO"
- VOGUE - Style Slideshow
"Is HERO NYC the Future of Storytelling?"
- The New York Times - Arts Section
"Is it Art? Is it Spectacle? Does it Matter?
Inside NYC's New 'It' Spot HERO."
- Paper Magazine
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Our Core Audience 1 mm
Paid Social 2.5 mm
Full Influencer 10 mm
Full Publicity 100 mm
Total Launch Event Impressions - 113 mm+
The launch event will feel like a classic Hollywood film premiere, circa the 1930s - with big lights, personalities, press, and glamour. These over-the-top premiere events will be our signature rollout for all future HERO locations, generating press and buzz within every city that we touch.
PHASE III - ONGOING
Our ongoing coverage is about fostering local partnerships to maintain a consistent crowd while leaning heavily on user-generated content to provide organic word-of-mouth.
Key partnerships will include other attractions within Rockefeller Center, bundled tourist activities, hotel concierges, and tourist listings, along with signage throughout Rockefeller Center.
Our ongoing influencer strategy will be self-organizing; anyone with a following of over 10,000 followers can earn two free tickets by posting using a video template we design and a follow-up editorial post from them. The details of this program will be on our front-facing website.
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Messaging theme:
“You are invited to step into the future.”
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Influencers 225 k per month
Paid Social 2.4 mm per month
Out-of-Home 5 mm per month
Total Ongoing Impressions - 7.5 mm per month
OUR MAIN STORY
HERO PRESENTS
The Story of Eve
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HERO isn't just a venue; it's a platform for storytelling and an opportunity for human connection, showcasing the best immersive audio/video installations within the marque location that is Rockefeller Center.
When guests step across our threshold, they enter a distant world, completely transporting from the art deco grandeur of Rockefeller Center and into a landscape set in the far, far future.
Our inaugural production is "The Story of Eve," rewriting the mythical character as the savior of humanity.
In our story, Eve is the HERO.
Throughout the experience, Eve guides our guests via spatial audio, helping them to discover the secret of the installation. Once you do, Eve reveals herself and gives you a custom message to take home, hopefully inspiring you to see the world differently for weeks to come.
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2/1/2024 through 12/31/2043
OUR AUDIENCE
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Our Core Audience
nightlife aficionados, local tastemakers, influencers, members, investors, partners
demographic
ages 22 - 39, single, wealthy, local
motivated by
exclusivity, private invite, early access, nightlife vibe, great photos, free preview
reached via
direct email lists, private word-of-mouth, partners
goal
select social posts, word-of-mouth, select boutique press, email list sign-ups, and social growth
percentage of ticket sales
1%
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The Art Crowd
also visiting MoMA, shops on 5th, Central Park
demographic
ages 18 - 49, single/family, wealthy, tourist
motivated by
“future of storytelling,” the story, the visceral feeling, photos, date night, the “wow factor”
reached via
press, partners, word-of-mouth, nightlife events
goal
sophisticated attendance, word-of-mouth
percentage of ticket sales
19%
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The Mass Crowd
tourists from out of the area
and tri-state day trippers
demographic
ages 8 - 49, families, not-wealthy, tourist
motivated by
photos, the visceral feeling, the “wow factor”
reached via
social, influencers, listings, concierge, partnerships, tourist packages, out-of-home
goal
mass attendance, mass social posts
percentage of ticket sales
80%