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.