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
PRE-LAUNCH
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PHASE II
LAUNCH
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PHASE III
ONGOING
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PHASE I - PRE-LAUNCH
A whisper, a hint, a subtle invitation to participate in the launch of the next great New York City location.
The launch of HERO will be explosive, but first we will build up the conversation with something more subtle.
With that, during this pre-launch period we will lean hard on our core audience to be the first to know, and to seed the project to the right people, while engaging with select influencers and press to build the story with us via sneak previews of the space as we are building it.
We will do this via intimate, private preview cocktail events within the garden in the weeks before launch.
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Messaging theme:
“You’ve been invited to a private preview of the future of storytelling.
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"You've been invited to a private preview of HERO NYC, a new immersive venue within the heart of Rockefeller Center. This is your invitation to experience the future of storytelling."
- An introduction for an invite sent to our lists.
"The Nightlife Impresarios Collective & MATTE have a new trick up their sleeve, a secret venue hidden underground at Rockefeller Plaza."
- A headline from a boutique local outlet.
"I just attended a private cocktail event within HERO NYC. It's still under construction, but looks stunning. It’s the future of storytelling!"
- A post from an NYC tastemaker.
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Our Core Audience 1 mm
Select Influencers 31 mm
Select Publicity 20 mm
Total Pre-Launch Impressions - 52 mm
We will announce every show at HERO with a similar cadence to a blockbuster film. First, we release a teaser through select channels to our core audience; then, we release a trailer to a broader audience. This one, two punch builds anticipation and allows us to collect email RSVPs. This early email list will be our core marketing channel for the run of the show.
Our target pre-launch RSVPs: 100k+
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
Select Influencers 19 mm
Select Publicity 50 mm
Total Launch Event Impressions - 70 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 5 mm per month
Paid Social 10 mm per month
Out-of-Home 10 mm per month
Total Ongoing Impressions - 25 mm per month
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%