CNN – The CNN Convention Diner

"This is the best thing CNN has done since 1991 with the coverage of the Gulf War!" - Joe Klein, Time Magazine I hear your diner is the best thing out there! ...wanted to let you know that it's all the talk.  Great idea.  Great location.  Good job! - Dan Bartlett, WhiteHouse Communications Director in an email to CNN’s Executive Producer Overview CNN, longtime preeminent news brand, has faced recent challenges to compete for ratings, attention, and ad sales from FOX News, MSNBC, Comedy Central’s The Daily Show and other news brands. CNN asked for an idea for that would surprise the competition, media, public, and create the "hit" of the Republican National Convention (RNC). Having the Convention in NYC, at Madison Square Garden (MSG), and heightened public interest in the dead-heat presidential campaign, combined to make the RNC the ideal opportunity for CNN to seize the moment. CNN’s competitors arranged aggressive OOH surrounding MSG.  Environment cluttered by media, security, protests, and RNC/sponsor events competing for VIP’s attention. We created and operated the CNN Convention Diner, a nod to the quintessential American campaign stop!  It was THE BIG IDEA to ensure CNN would breakthrough and grab the attention of our key audience.  Diner provided breakthrough presence for CNN during the "Super Bowl" of politics. Integrated OOH (40’ Times Square-style animated CNN Diner sign directly across from MSG), kinetic brand experience for clients, media and pols (became the nearby ‘watering hole’ to escape the convention floor), and provided unique venue for CNN programming (worm’s-eye view for consumers). Promotion Objectives Make CNN’s promotion "the hit" of the RNC; reinforce CNN’s positioning as "America’s Campaign Headquarters" Provide a unique experience for advertisers, media buyers, cable affiliates, media and VIPs; attract the right crowd of influencers Heighten buzz for CNN programming; increase audiences for CNN’s coverage of the RNC Promotion Description The CNN Convention Diner was created as a real, operating diner in New York City during the 2004 Republican National Convention.  The diner hosted key ad sales clients, political VIPs, members of the media, CNN’s on-air talent and senior CNN and Time Warner executives.  Throughout the week,  the Diner served as the set to Crossfire, American Morning,Wolf Blitzer Reports and other floating interviews including live exchanges between Larry King and Mo Rocca during special midnight editions of Larry King Live. More than just a hospitality venue, the CNN Diner was opened as a nod to the quintessential American campaign stop.  The diner is a place where candidates meet and greet constituents, talk about their lives, the community, and the nation.  Traditionally, the diner serves American classics and provides a "home away from home" atmosphere.  Anchored by a 40 ft. tall, classic neon sign, the Diner was located across the street from MSG (the convention site), on the corner of 8th Avenue & 34th Street.  We completely transformed the space normally occupied by the Tick Tock Diner. We secured a nationally renowned, and the country’s "hippest" caterer and restaurant proprietor, Barton G from South Beach, Miami.  Barton ensured us that guests would enjoy delicious, classically prepared American Diner classics throughout the week.  The CNN Convention Diner featured several multimedia elements including flat screen televisions tuned to CNN and interactive computer kiosks with CNN.com content. Diner.  We transformed a real, working diner (the Tick-Tock Diner) located across the street from MSG into the CNN Convention Diner, a functioning diner/hospitality/programming/promotional headquarters for CNN.   We negotiated a first of its kind deal (during what would already have been an extremely busy week for the diner) with the owners to re-brand the exterior and interior, and substitute with our own (much-improved) chefs, waiters, and custom menus. OOH.  We installed a spectacular "CNN Diner" sign (40’ tall, animated neon) plus two 40’x 40’ banners (reading: "America’s Campaign Headquarters") on the exterior of the building that could be seen by everyone entering the Convention.  We negotiated and secured special permission from the New Yorker Hotel to install the OOH units on a landmarked, not-zoned for signage building. Interior. The interior of the diner was completely transformed and re-branded.  We removed 30 booths from the diner and replaced them with a classic diner counter, malt fountain, 25’ bar, and functioning TV studio. The booths were reupholstered in CNN red and red/white/blue neon lights were installed to carry on the convention thematic. Menu.  To develop the Diner’s signature menu, we secured Kerry Heffernan (Executive Chef Eleven Madison Park; and Danny Meyer’s partner in the Shake Shack) as Executive Chef.  CNN was adamant in wanting, "the best burgers, fries and shakes in town."  To deliver, we surveyed (and sampled) the best burger and fry recipes in New York City and went a step further by securing cooking instructions and recommended beef fat contents from chefs in New York City, Florida, and Chicago.  To the delight of our guests, we made milkshakes with ice cream homemade in the Diner’s kitchen.  The menu also included other diner classics including club sandwiches, grilled cheese, apple pie and omelets (served all day of course). Broadcast.  The Diner served as the broadcast set for live CNN programming including Crossfire, American Morning,Wolf Blitzer Reports and Larry King Live. Multimedia.  Twelve flat screens spaced throughout The Diner were tuned to CNN throughout the day. Computer kiosks provided access to CNN.com and the opportunity for busy guests to check email. We also created a special section on CNN.com with highlights for consumers to experience Diner. Additionally, we installed speakers outside The Diner to broadcast CNN to the crowds gathered outside.  Viral.  Each guest received a Diner postcard.  To create additional word of mouth about the experience, we offered to post these for Diner guests and sent out over 1,500 during the promotion. Campaign Performance Results Make CNN’s promotion "the hit" of the RNC; reinforce CNN’s positioning as "America’s Campaign Headquarters" The Diner served host to numerous VIP guests including former New York Governor Mario Cuomo, Pat Buchanan, Terry McAuliffe (Chairman of the Democratic National Committee) and Mayor Michael Bloomberg, among others (See VIP photos in materials).  The constant presence of these VIPs helped create a buzz about the Diner, marking it as THE place to be during the convention. Heavy media coverage: USA Today, Entertainment Tonight, Access Hollywood, NY Post, CBS, Washington Times. CNN valued impressions at $4,000,000. CNN’s unique presence and innovative style also stood out when compared to the staid executions of MSNBC and Fox News.  Provide a unique experience for advertisers, media buyers, cable affiliates, media and VIPs; attract the right crowd of influencers CNN hosted six private luncheon discussion sessions for key b-to-b guests. Pre-event attendance estimates predicted 1,350 guests during the convention.  At close of business on Thursday evening, attendance for the 4 days totaled approximately 4,000, exceeding CNN’s expectations by almost 300%. CNN confirmed that two national ad campaigns were agreed to over milkshakes and fries. Heighten buzz for CNN programming; increase audiences for CNN’s coverage of the RNC Attracted largest TV/online audience of any news organization (7 million per day). The CNN Diner broke through the visual clutter at the RNC with a dynamic, 40’ neon sign, located where no other sign had ever been allowed before.  Even with numerous outdoor executions throughout the City from CNN’s competitors, the Diner’s dynamic exterior and signature visual style helped establish CNN’s presence, and dominance at the convention.  The CNN Election Express Campaign Bus was parked directly in front of the Dinner on 8th Avenue throughout the convention serving as unique outdoor signage as well as the production center for the programming located in the diner.  This placement combined with the purchase of Illuminated Street Displays directly adjacent to the Diner on 34th Street generated over one million impressions. The overall design and visitor experience exceeded expectations resulting in positive word-of-mouth and press coverage.