“Britney: Piece of Me” Announcement Event (public)

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Britney Spears’ residency at Planet Hollywood Resort & Casino redefined the entertainment landscape in Las Vegas, drawing a contemporary artist to declare the city her home for the past four years. The arrival of Britney Spears to Planet Hollywood was the best “worst” kept secret in Las Vegas. With rumors swirling for months that Spears would be making The Strip her home, Agency principals worked with the artist’s team to develop a plan to officially announce the residency in the fall of 2013. Months of speculation and a teaser campaign igniting interest, culminated in a big, clandestine event to announce the Planet Hollywood residency with a 1,300-person card stunt in the middle of the Nevada desert. Creating tremendous buzz and drawing millions of eyes, the event call to action was targeted towards the show launch and ticket on-sale information. The event garnered more than 10.6 billion media impressions and resulted in the artist’s first 16 shows selling out in record time.

Notable Press Hits

  • Good Morning America
  • Los Angeles Times
  • Chicago Tribune
  • New York Times
  • In Touch
  • Reuters
  • Yahoo! News
  • CNN.com
  • Billboard
  • Entertainment Weekly
  • Rolling Stone
  • Time
  • TMZ
  • US Weekly