Similar to any red carpet event, thorough preparation, thoughtful media management, and deep attention to detail were the foundation of the strategy going into it. But with events of this scale having to share a handful of important resources and media, there was not only a need for increased talent, but also a more intentional event strategy to be successful.
SMITHHOUSE invested a lot of time conducting real-time analysis with NATAS to uncover the celebratory moments that could be newsworthy beyond the opportunity to acknowledge the winners — one of which included Jack Black taking home his very first Emmy. And to ensure a smooth flow across all events, we spent time thinking about the experience from the perspective of our nominated partners and publicists for an effective event that allowed for custom moments and special recognition.
We wanted both very talent-friendly and structured policies in place to ensure the volume of nominees that were exciting additions to the red carpet had their opportunity to talk to the press and get photos, while also being efficient enough to get everyone through the process. To ramp up on-site event support, SMITHHHOUSE took advantage of our strong network of skilled talent relations and event professionals who truly understood the needs of the red carpet experience. By recreating multiple touchpoints and processes, we were able to ensure that everything from the arrival to completion of the red carpet was not only well planned but also that everyone felt special and had a great time.
Additionally, with one of the ceremonies broadcasting live in partnership with CBS, we also had to accommodate distributing multiple press releases to our media contacts without oversharing or competing against one another. We took a similar approach in the days following the event, with four winners announcements going to the same outlets in just three days. Our goal was to figure out ways to package and spotlight breakout moments and milestones wins without overwhelming the media or minimizing the importance of each.