Overview
To celebrate the holiday season, the Paley Center for Media - the iconic cultural institution that has celebrated media in all its forms for over 45 years - hosted the return of their holiday extravaganza, PaleyLand. The Paley Center invited Paley members and local New Yorkers alike to visit this holiday season and experience screenings of holiday classics, holiday character meet and greets, a Paley Express train display, pictures with Santa and more. 5W was tasked with fueling consumer excitement leading up to and during the annual PaleyLand holiday extravaganza, while also further establishing The Paley Center as a premier New York City institution and driving interest around full-time Paley Center memberships.
Strategy
To announce The Paley Center's annual PaleyLand event, 5W conducted outreach to key national and regional New York media, securing an influx of coverage leading up to opening day. The team also secured a steady drumbeat of coverage throughout the month-long activation, keeping PaleyLand top of mind for tourists and consumers through holiday roundups, things to do columns and more.
Results
Coverage included 75+ media placements across top-tier broadcast, online and print publications including NY1, ABC7, Associated Press, Reuters, Time Out, Secret NYC, El Diario, Gothamist, amNY, and more, garnering 867.2+ million media impressions.
