Marilyn delivers for Leather Center

Want to insure that your press materials don’t get buried under a stack of competing releases? Deliver them in the loving arms of life-size Marilyn Monroe cut-outs - and grab a PRWeek ’Play of the Week’ statuette for yourself on the way out.

Want to insure that your press materials don’t get buried under a stack of competing releases? Deliver them in the loving arms of life-size Marilyn Monroe cut-outs - and grab a PRWeek ’Play of the Week’ statuette for yourself on the way out.

Want to insure that your press materials don’t get buried under a

stack of competing releases? Deliver them in the loving arms of

life-size Marilyn Monroe cut-outs - and grab a PRWeek ’Play of the Week’

statuette for yourself on the way out.



McGill & Associates dreamed up this approach in order to ensure maximum

attention for the launch of a new furniture line, the Marilyn Monroe

Intimate Allure Collection, by the Dallas-based Leather Center chain.

But planning the tactic wasn’t as simple as printing up a bunch of

Marilyn cardboard cut-outs.



Leather Center spent more than a year negotiating with the Monroe estate

to use the actress’ name and likeness to promote the new furniture line,

which includes a limited-edition ’She Likes it Hot’ chaise and ’Marilyn

by Night,’ the first bed ever produced by the custom retailer.



To glam up a VIP event last week, McGill hired a Marilyn Monroe

look-alike who arrived in a limousine with the Leather Center’s three

top executives. Play-acting paparazzi greeted the faux star with

flashbulbs afire, while a ’cigarette’ girl passed out disposable cameras

to the 300 guests.



Leather Center also commissioned local artist Bart Forbes to paint a

portrait of Marilyn lounging on a bright red chaise, and the first 100

customers who purchased a piece from the collection received a signed

and numbered lithograph.



The Dallas event garnered coverage from two local TV stations, not to

mention a few randy comments from local DJs. Marilyn, who thirsted for

publicity even during her darkest days, would have been proud.



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