1. Culturelle- New Product Launch

After joining the Thomas Collective in New York City, I was quickly put on a team to plan an event in three weeks that would be launching a new product to journalists. We wanted to showcase the product benefits while providing a fun-filled afternoon with yoga and lunch on the beautifully landscaped Top of the Rock at Rockefeller Center that overlooks St. Patrick’s Cathedral.

Objective of the event:

  • Drive awareness of new product through social and PR efforts


  • Develop programming that creates an emotional connection to Culturelle
  • Create opportunities for journalists to trial the product
  • Use the third party endorsements of nutritionist Brooke Alpert and yoga expert, Colleen Saidman Yee, to raise credibility and disseminate the messages
  • Incorporate efforts that cast a wider media target

Internal Event Planning:

  • Contact experts, create contract, organize meetings and site visits leading up to event
  • Recruit vendors for decor, media, catering teams, gift bag items, yoga accessories
  • Create activities for guests to learn about the product in interactive ways
  • Schedule transportation for experts and for the client
  • Send out press invitations and follow-ups
  • Create shot list, run-of-show, guest list, etc.