Client: Piece of Cake Moving & Storage (Freelance)
Location: Wollman Rink (Central Park), New York City

The brief: Piece of Cake, one of New York’s most popular moving companies, stands out from the crowd by making themselves an integral community player. As a surprise and delight campaign for the 2021 Holiday Season, Piece of Cake painted the Wollman Rink in Central Park pink with bold signage, branded beanies and interactive brand ambassadors and gifted the community 1000 free ice skating tickets for the day.

The event was socialized with a web landing page and a social media campaign on the brand’s Instagram and LinkedIn accounts. Local news outlets and influencers were engaged to augment the event reach and a social campaign to encourage content sharing on Instagram stories drove organic social impressions on the day of the event.

My role: As a freelance Event Producer, my responsibilities included liaising with the venue, organizing all production elements, managing brand ambassadors, creating the ROS and overseeing the event and all onsite vendors throughout the day.

The result: Was an exciting day full of holiday cheer and a celebration of New York’s community spirit.

The event was later recognized as a Gold winner at the 2022 Stevie Awards (American Business Awards) in the Brand & Experience category.