Manhattan Ford, the largest automotive dealership in Manhattan, was preparing to reopen its newly renovated facility with great fanfare. RPR was charged with creating an appropriately high-profile event that would increase public awareness of the dealership.

We decided to capitalize on the 40th anniversary of the Ford Mustang and use this as one of the themes for the event. RPR orchestrated a grand reopening event hosted by rapper Kid Rock and Sopranos star Jamie-Lynn Sigler, as well as other celebrity attendees. RPR worked with Manhattan Automobile Company to transform the second floor of the dealership into a nightclub for the event and helped coordinate a collection of 50 antique Ford Mustangs to be on display during the event.

We also invited other select RPR clients to participate in the event. Suede, one of the hottest Manhattan nightclubs, handled the door and VIP lounge, while Gotham magazine created the “Mustang Awards” and wrote a glowing piece on the event. This cross-pollination was equally beneficial for everyone involved.

The grand reopening event was one of the best-attended openings in New York, drawing numerous members of the media and thousands of guests. Resulting press coverage included features in People, Gotham, Avenue, The New York Times, New York Post, Daily News, WCBS-TV, CBS 2-Los Angeles and AM New York, reinforcing the Manhattan Automobile Company’s positioning as a “five-star automotive retailer.”