DJS Events: NYC’s Celebrity Spring Event Of The Year

PROJECT DETAILS
Client: DJS Events
Website: DJSevents.com

Media Highlights

BROADCAST
Say Yes to the Dress, Fox 5’s Good Day NY, New York Live TV, many area radio shows

PRINT
Wall Street Journal, Crains New York

DIGITAL
Pawnation, DogTripper.com, Daily News.com, CBS Local, celebrations.com, Hitched-events.com, extensive Blog coverage

Our Challenge

To heighten and increase visibility for a Long Island event company with the aim of generating more business in New York City. The goal was to increase visibility among Manhattan-based businesses and the press, showcasing the creative and unconventional capabilities of DJS Events.

PR Strategy

By combining the client’s creative talents and her love of dogs, we masterminded the “Woof Woof Wedding,” a canine wedding benefiting charity. Two locally rescued dogs would exchange “pup-tials” in front of a “Justice of the Pooch.” To make the event more compelling, the funds raised benefited two local animal shelters: the world-renowned North Shore Animal League and the New York City-based Waggytail Rescue, a no-kill, not-for-profit animal rescue organization for homeless pets.

Tactics

djsevents-thumbDiane Terman PR excels at bringing celebrity power to its clients. We made no exception for our beautiful “bride-to-be,” Piper, a Chihuahua and rescue dog of the client. Piper’s dashing groom was a Pomeranian named Boo who starred in Broadway’s “Legally Blonde, The Musical.” The parents of the groom were Broadway stars Orfeh and Andy Karl, both of “Legally Blonde, The Musical.”

The agency enlisted New York City’s influencers, dog lovers and veterinarians to serve on the event committee. The ‘Canine Committee’ consisted of the Shi-tzus, Labrador Retrievers, St. Charles Spaniels, and Cavaliers, belonging to the human committee members. The wedding venue was donated by the owners of Manhattan’s Twenty Four Fifth, a renowned wedding facility. The event was hosted by Restaurant Associates CEO Penny Glazier, one of New York’s 50 Most Powerful Women, according to the New York Post. The “Justice of the Pooch” was Valerie Smaldone, a five-time Billboard Magazine award-winner and the Clinton Global Initiative’s “Voice of God.” Kleinfeld Bridal, the world-famous wedding salon, and Randy Fenoli, Kleinfeld’s fashion director, oversaw every detail of the design and fitting of the canine couple’s wedding gown, tuxedo and jewels.

An interactive experience engaged pet lovers via digital media, persuading them to vote for their choice of the winning wedding cake. Pet enthusiasts were also encouraged to stay updated on the canine couple via social media.

Results

The pet wedding was New York’s celebrity spring event of the year, helping to heighten DJS Events’ public profile. The Woof Woof wedding attracted a celebrity “buzz,” and positioned DJS events in the “Who’s Who” of event planners that season.

With creative thinking, strategic partnerships, celebrity connections, recruitment of key influencers, and enormous amounts of publicity, unprecedented levels of public awareness were generated for the dog rescue organizations and for DJS Events.