Alzheimer’s Association

ABOUT THIS PROJECT

CATEGORYEvents

SITUATION

Since 2015, Magrino has worked with the Alzheimer’s Association on PR for the Rita Hayworth Gala and its supporting events. In 2019, the Alzheimer’s Association rebranded the Gala and its supporting events.

STRATEGY

On Saturday, August 10, the Alzheimer’s Association hosted the inaugural Fork It Alzheimer’s farm-to-table event in Bridgehampton, N.Y. The event was founded by Daryl and Irwin Simon. On Monday, September 23rd, the Alzheimer’s Association hosted a Fall Benefit Cocktail Party to kick off the reimagined Rita Hayworth Gala at the Zaha Hadid building in Chelsea. World-renowned fashion designer Naeem Khan, a longtime and avid supporter of the Alzheimer’s Association hosted. On Tuesday, October 22, the reimagined Rita Hayworth Gala, Alzheimer’s Association Fall Benefit took place at the iconic Rainbow Room. The evening included an intimate performance by Grammy and Academy Award-winning artist Jennifer Hudson and was hosted by Princess Yasmin Aga Khan, daughter of Rita Hayworth and the gala’s founder and general chair. The two-part evening began with an intimate Champions Dinner at Bar SixtyFive. The evening continued with a reception for more than 350 guests in the iconic Rainbow Room.
 
In preparation for the Fall Benefit and the events leading up Magrino carried out a targeted media strategy with the goal of driving heightened awareness for the organization, its rebranded events and its mission to end Alzheimer’s.

SOLUTION

Magrino secured over 215,650,902 media impressions on behalf of the Alzheimer’s Association from August through November 2019 in outlets including The New York Times, New York Post, People, Daily Mail, E!, Hamptons.com, Cottages & Gardens and Quest.