As the Writers’ Strike threatened to cancel the Golden Globes this year, Kaplow and CVS/pharmacy acted quickly to ensure that stars attended our highly anticipated 2nd Annual Access Hollywood “Stuff You Must” celebrity gifting suite. Following the success of last year’s event, in which CVS/pharmacy was prominently featured as THE beauty destination, the budget doubled for the ’08 effort and it became critical to secure attendance and quality coverage.
From the onset, Kaplow helped CVS/pharmacy coordinate a charity donation to Billy Bush’s and Nancy O’Dell’s pet charities to be featured in an on-air segment on Access Hollywood; for every nominee that attended CVS/pharmacy made a donation to the charities. As strike negotiations hit a stalemate three weeks before the event, Kaplow worked quickly to take focus away from the Golden Globes and place it on the charity element. Communication to potential attendees and press emphasized that attendance directly supported these two worthy charities. Additionally, another charity was asked to the lounge, The Actor’s Fund, which hosted a booth onsite. The Actor’s Fund provides critical assistance for EVERYONE in the entertainment industry (actors, writers and everyone behind the scenes). Celebrities were alerted to the fact that their attendance would help raise awareness and dollars for their support of all those affected by the strike.
The event was an amazing success: More than 80 stars, including Maria Menounos, Katherine McPhee, Aisha Tyler, and Rumer Willis dropped by the lounge and remarked on their love of CVS beauty brands. Additionally, we received substantive feature coverage on three individual Access Hollywood segments, in addition to an US Weekly feature, numerous blog hits and dozens of celebrities testing out our products.