Levy Public Relations was hired to craft a local, national and international campaign for the large scale event Orange Drive.
Taking place between 7th and 9th Street on Ocean Drive in Miami Beach, Orange Drive is a New Year’s Eve Weekend Festival that kicked off December 30th and extended through January 1st welcoming over 100,000 visitors. A lavish and state-of-the-art amphitheater was constructed and placed on the sand, with a capacity of up to 30,000 party goers each night. Orange Drive offers locals and tourists a unique opportunity to be a part of the largest New Year’s Eve beach festival in the world.
With internationally recognized music performers and DJ’s spinning nightly, Orange Drive 2011-2012 welcomed: Pete Wentz, Ne-Yo, Jermaine Dupri, DJ Samantha Ronson, Boyz II Men, Cee Lo Green, Jason Derulo, Miami’s very own DJ Irie, among others.
Levy Public Relations created a platform that included heavy media presence within and surrounding the event and assisted with all local and national sponsorships as it pertained to Orange Drive.
Our first move was to create a timeline of press releases announcing the line-up. We connected with all the artists’ representatives and secured print, television and radio interviews for the talent. Due to the celebrities that attended the event, the client was also positioned in national lifestyle and entertainment publications such as OK! Magazine. Some of the talent also participated in various TV shows prior to the event.
We enlisted the support of the Greater Miami Conventions and Visitors Bureau to utilize its worldwide connections in order to enter all the “What to Do for New Year’s” calendars. This effort made it so we were feature in several in-flight magazines.
Levy Public Relations also created a press credential system that allowed us to stay in touch with the media in the weeks leading up to the festival and throughout it. We welcomed well over 500 press members to the event throughout the three days and were placed on the cover of all major local newspapers targeting the local community. The event received 40 TV clips alone in the three days. Most of coverage was done live from the venue.