Case study 2 – Product launch
VIPÂ Passengers: |
Jay-Z plus entourage of 12 |
Others |
70 press |
Liaison with: |
Def Jam record company |
Facility use: |
Main lounge set out in theatre style with stage at front for launch. VVIP lounge used as dressing room |
Special services: |
Set up advertising displays, laid out lounge, obtained photography approval and cordoned off area for photography |
Harrods Aviation was the UK setting for the launch of a Reebok training shoe by the rap artist Jay-Z. Jay-Z and entourage flew in by private jet and were handled by Harrods Aviation. Upon arrival the star and his staff were escorted to our VVIP lounge where preparations were made prior to meeting the press for the launch. Once ready Jay-Z entered the main lounge from the VVIP lounge and in front of 70 gathered members of the press launched the Reebok training shoe.
While the star was conducting the launch Harrods Aviation were manoeuvring the aircraft outside so as the star could have promotional photographs taken by the aircraft. Once the launch was completed Jay-Z moved outside for the photographs with only a few invited photographers - all security-cleared by Harrods Aviation - for the promotional photos to be taken.
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