LOS ANGELES: Hot in Hollywood hired ItGirl PR to recruit celebrities, manage the red carpet and handle the PR campaign for the third annual HIV/AIDS fund-raiser, which is scheduled for Aug. 16.
ItGirl began working with Hot in Hollywood in 2006, but it had a small role the day of the event. A four-month lead time this year will allow the agency to make the most of the campaign, including using the celebrities involved to get the show some pre-press.
Despite its star power, Hot in Hollywood is really local event, said Juliette Harris, the CEO of ItGirl, so one challenge is to get noticed in national publications, such as celebrity and gossip magazines.
"Being local in Hollywood means you're competing with a hundred events on any given night," she told PRWeek. "We have to work to find opportunities to make the event relevant for national publications and get some meat in the story so people can learn about the cause."
The plan is to use the celebrities who are scheduled to attend, in addition to host America Ferrera (Ugly Betty), to help attract press to the event. ItGirl is also planning on incorporating social networking elements into its promotions. Hot in Hollywood is open to the public and this year's beneficiaries are AIDS Healthcare Center and Real Medicine.