Event Marketer Fall 2022 - 70

CASE STUDIES OF EXCELLENCE
SPONSORED CONTENT
CASE STUDIES OF EXCELLENCE
CONTACT INFO
MARK SHEARON
FOUNDER/MANAGING PARTNER
HELLO@PROSCENIUM.COM
917.791.5700
PROSCENIUM.COM
CAMPAIGN: TELEVISAUNIVISION
UPFRONT 2022-23
CLIENT: TELEVISAUNIVISION
AGENCY: PROSCENIUM
This year was Univision's first time back hosting their annual
Upfront in-person; it was also the first Upfront since the merger
between Televisa and Univision. The goal was to showcase the
power of the newly combined TelevisaUnivision as the world's
leading Spanish-Language media and content company, and
to immerse attendees in an experience that was true to and
representative of Hispanic Culture.
To do this, they partnered with Proscenium to produce their biggest
Upfront yet in the River Pavilion at the Javits Center - a glassenclosed
t-shaped room. The Javits Center is a massive venue with
850,000 square feet of malleable exhibition space and we wanted
to make an impact. The arrival space popped with 30-foot banners,
a stunning brand wrapped staircase, and a custom floral step and
repeat - one of the first and most public-facing installations of the
new TelevisaUnivision brand.
Proscenium worked hand in hand with the TelevisaUnivision
Event Marketing and Ad Sales Marketing teams as well as Brand
Activation Services to craft the presentation and post-show
reception flow. The party began the moment the attendees entered
the River Pavilion. Five massive LED screens washed the room with
vibrant TelevisaUnivision colors and brand messaging. Attendees
could hardly sit still moving to the music Forbes proclaimed " best
walk-up music " as the event-turned-party kicked into full gear.
The show opened with a powerful monologue delivered by
Kimberly Gomez, a Latina who embodied and served as the
voice for TelevisaUnivision's audience. As the show continued,
TelevisaUnivision's President of U.S. Advertising and Marketing
Donna Speciale and other executives used the mainstage to talk
about the company's amazing growth and future; with special
guests using a second platform stage for more intimate moments.
On-stage and on-screen guests included household name Jorge
Ramos, musician Emilio Estefan, and actress Sofia Vergara. The
show was packed with star power! When the presentation was
coming to an end, Sebastian Yatra, recently renowned for his 2022
Oscar performance, emerged from the audience, delighting all as
soon as he began crooning. He started slow, accompanied by a
guitarist, then took to the stage for a show stopping performance.
Donna joined him back on stage for her final remarks. Then, as she
said her final words, something unexpected happened -
70
EVENT MARKETER FALL 2022
the 40-foot LED screen behind Donna and Sebastian began to
rise revealing a brightly lit reception space. They kicked off the
party dancing toward the reception which featured Latin tunes by
TelevisaUnivision's own Uforia DJ, dynamic activations, culturally
inspired appetizers, and a bar - all encased in a greenhouse like
room overlooking the Hudson River.
The post-show reception environment was designed to be a town
square representative of all things Hispanic Culture. Wherever
possible, we partnered with Hispanic business owners and invited
them to be a part of the celebration. From the floral decor to the
curated takeaways at the TelevisaUnivision Bodega to the artist
behind the Instagrammable mural to the coffee and piragua carts,
every corner proudly told the Hispanic American story. Throughout
the event, attendees were mesmerized by the miniature fútbol
pitch, the speakeasy meet & greet behind the bodega, and
the beautiful center bar. The energy was palpable. Music was
rhythmic, food was delicious. With no one wanting to leave, true
to Hispanic culture, the party extended well past the scheduled
end time.
TelevisaUnivision's Upfront embodied the electrifying future of
the company. A transformative venue design, captivating show
(with award-worthy performances), and an unexpected post-show
reception all contributed to an unforgettable event. The Upfront
was a heartfelt invitation to the beauty and meaning of Hispanic
culture and a celebration of the company's impressive growth.
eventmarketer.com
https://www.PROSCENIUM.COM http://www.eventmarketer.com
Event Marketer Fall 2022

Table of Contents for the Digital Edition of Event Marketer Fall 2022
