CELEBRITY AND VIP INVOLVEMENT
The use of celebrities and VIPs at events and festivals can be a
beneficial factor in raising the success of a special event. Well-
matched celebrities can add credibility and enhance image.
For example, when you have a big-name athlete or Hollywood
star, the public associates that with the event and perceives the
event as first class in nature. This may help differentiate the event
from others, enabling the event organizer to attract more sponsors
as well as use the celebrities for hospitality purposes. In addition,
celebrities can draw media coverage as the media is always look-
ing for celebrity appearances. The annual Best Buddies Ball, a
charity event that raises money for programs for the mentally chal-
lenged every year, brings in a star-studded cast to mingle with the
attendees. When the media is alerted to the fact that Muhammad
Ali, Kevin Spacey, and Helen Hunt are in town, there is extensive
national and local interest and coverage by the media.
However, celebrities can cause problems. They do not always
listen to instructions, promote the right sponsor, or give the proper
message. You, as a marketer, have to do research and talk to oth-
ers who have used the celebrities in the past. The celebrity’s agent
is looking for the bookings and may not always tell you the whole
story regarding his or her client.
When you have celebrities, you need to maximize their use. By
doing advance media with the celebrities before they arrive in
town, you can help create the extra excitement that makes for a
successful event. When the celebrities are in town, they can do
live TV interviews from the venue, stop by TV stations the morn-
ing of the event, or do a photo shoot at the venue. By setting up a
predinner reception or a luncheon with sponsors or VIPs, you can
add to the viability of having the celebrity at the event. The orga-
nizer can take instant photos with sponsors and VIPs and then get
personal autographs, which can go a long way into making the
sponsors sign up again in the years to come.
Although having a celebrity may get everyone excited, the big-
ger the star, the harder it is to handle and control the influence he
or she will have on the event. If it is important for the star to know
the details of your event and praise the sponsor, you may look to
a star that is less famous but more cooperative. When working
with major stars, you have to do intense preparation. Do not as-
sume that the celebrity, equipped with just a brief description of
Street Promotions and Other Unique Promotions 163