Corporate leadership identified a need to get broader press coverage for property and traffic for Chelsea Market. Creative marketing team partnered with The History Channel and the State of Louisiana to create an event that would generate press for both parties and increase traffic for retailers. Event was called “Swamp in the City” to promote the hit show Swamp People and utilized an empty retail space in the market. I provided creative direction across the project that included window wraps, attendee passes, flyers, social media, paid media, TV press coverage, and coordinating interior staging. And perhaps far more entertainingly, I personally obtained the first permit in New York City to allow wild animals (in this case, alligators!) in a retail establishment open to the general public in over 50 years.

RESULTS: The event generated over 14M social media impressions and was featured on The History Channel, CBS, The New York Times, The Wall Street Journal, NY 1 News, and more.