Mercedes Benz fails to shine at Sex and the City premiere
CAPTION: Judette surrounded by friends, (l to r) Stephanie, Maria and Simone at the Mercedes Benz Sex and the City premiere
Whoever organised last night’s Mercedes Benz red carpet premiere of Sex and the City should be fired. Or at best, given a crash course in events management.
How else to explain the walk down the red carpet only to be hoarded into two lines? Or the fact that 6 packs of popcorn took 50 minutes to get in a long, winding line? To cap it all off, cricket’s super star Brian Lara (Brian’s cancer foundation, the beneficiary of the charity event) and professional footballer Dwight Yorke stood on a stage so black you could hardly distinguish them. A spotlight would have been welcome, so too a proper working microphone.
I know that red carpet and movie premieres are the ‘"in" thing, a Hollywood-esque kind of shing ding designed make participants feel like celebrities but the way Mercedes Benz organized the function last evening had the crowd feeling anything but.
Event management is not a guessing game and should not be left to a virgin who thinks it is about placing a microphone here or buying drinks and setting up a booth. Events Management is part of the PR discipline and if done right, serves as a catalyst for your brand.
Because of the saving grace of the movie, Sex and the City, all was not lost. But when my friends and I left the premiere we never once stopped to look at the gleaming, polished Mercedes parked outside the cineplex. You don’t have to wonder why?