FAO Schwarz
The most famous toy store in America, FAO Schwarz, has reopened just in time for the Holidays. If you’re an adult, it’s pretty impressive. If you’re a kid…it’s heaven on earth. You may have been to a toy store, but until you’ve been to the new FAO Schwarz, you haven’t been to the toy store.
The Early Show

Opportunity

Take an iconic toy store whose reputation had been tarnished by bankruptcy and restore its stature as a beloved “must-shop” destination in New York and Las Vegas.

Approach

Devise a carefully orchestrated re-opening campaign – shrouded in mystery, but teased with exclusives – culminating in an “out-of-the-box” Thanksgiving Day opening in New York City.

Results

An opening day “heard ‘round the world,” with lines of customers and a phalanx of local, national and international news crews – resulting in more than 600 broadcast hits and 700 print clips in the first days of opening.

 
 
1978

Agency Opens
First client: Four Seasons Hotels and Resorts, and the start of a 19-year relationship

 
 
1979

Open first new Four Seasons in U.S.: Washington, D.C.

 
 
1985

Make worldwide splash for TWA by promoting 30-year old contest

 
 
1986

Bring first major, celebrity fundraiser to Nantucket, raising 100k for local hospital

 
 
1987

Re-up with TWA to promote Pope John Paul II's visit to the U.S.

 
 
1989

Launch Trump Taj Mahal Casino & Resort in Atlantic City for Donald Trump

 
 
1989

Join founding board of International Spa Association

 
 
1990

Forge sponsorship deal with tennis great Martina Navratilova; through her, work with Thor-Lo, first sports-specific sock manufacturer

 
 
1992

Launch Singapore Airlines service from New York City to Singapore with Grucci Fireworks Extravaganza off the Brooklyn Bridge

 
 
1993

Manage World Trade Center Bombing Crisis for Vista International Hotel and Windows on the World

 
 
1994

Mount five-city tennis tour, sponsored by Advanta, with top- ranked players John McEnroe, Jimmy Connors, Matts Wilander, Ivan Lendl and Bjorn Borg

 
 
1997

Introduce Rolex Sponsorship of budding golf star Tiger Woods.

Present Presidential-seal Rolexes to world leaders attending the Denver Summit of the Eight in Colorado Read More

 
 
1997

Begin campaign to reposition England's prestigious Savoy Group, as part of a sweeping renovation program

 
 
1997

Launch the Trump International Hotel & Tower in NYC

 
 
1998

Introduce glass ceiling-shattering golf program for women, called Women to the Fore

 
 
1998

Begin 10-year to date representation of groundbreaking Native American casino and entertainment complex, Mohegan Sun Read More

 
 
2001

Join Mayor's Crisis Communications Committee to help New York City's recovery in the aftermath of 9/11

 
 
2004

Re-launch FAO Schwarz under new management; undertaking risky Thanksgiving Day opening that paid off with over 600 million broadcast impressions Read More

 
 
2005

Launch new ultra-luxe international hotel group: Capella Read More

 
 
2006

Launch new premium-class international
airline: Eos

 
 
2007

Introduce new international Trump brand: Trump Hotel Collection

 
 
2008

Be our next great success story.
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More Than 30 Years of Experience