NEW YORK, June 19, 2011 /PRNewswire-iReach/ — Just over a month ago, SAVE-THE-DRESS launched a first-ever crowdsourced campaign to acquire the coveted white dress worn by Marilyn Monroe in ‘The Seven Year Itch.’ Its ultimate mission: Send the dress on nationwide tour, then put it on permanent public display in New York — beyond the reach of those who would hide it in a private collection or cut it up and sell it off as bite-sized pieces of memorabilia. The results of that effort were put on display last night when the New York City-based group threw out a $1.1 million opening bid for the dress, before quickly moving the price up to $2.2 million.
In less than six weeks, SAVE-THE-DRESS, which is sponsored by Manhattan-based entertainment tech firm inQuicity, developed a compelling brand name, launched an effective website, leveraged a host of social media strategies, and held a celebrity-studded press conference at the very subway grate on which Monroe stood in ‘The Seven Year Itch.’ Featuring the actual back-up dress created by designer Travilla, the only exact duplicate in existence, that single press conference gave SAVE-THE-DRESS unprecedented global reach through the more than 1,500 print and broadcast stories it generated worldwide, in more than two dozen languages.
The campaign has been unique, distinguishing itself for its grounbreaking platform, agility in mobilizing $3.1 million in bidding power, and skill in drawing the support of celebrities from the world of film, fashion and entertainment. More impressive has been its success in merging its visibility with the use of social media resources, including Facebook ads and social groups, to create an enormous and powerful global following that has transcended all language and geographic barriers.
When the hammer fell, the final bid on the dress was $4.6 million — a million and a half dollars beyond the reach of the SAVE-THE-DRESS campaign. While some might consider this defeat, the organization simply refers to it as the completion of Phase One. Despite their impressive accomplishments, the group anticipated the possibility their effort at auction might not result in their casting the winning bid. The members of the volunteer organization point to a comprehensive plan and a diverse tactical coalition as evidence they’ve only just begun, and SAVE-THE-DRESS remains confident that the success of its mission is comfortably within reach.
While the obvious achievements SAVE-THE-DRESS has accrued in a month’s time are impressive, its larger successes are those not prominently featured on their website, including:
Amassing an army of SAVE-THE-DRESS evangelists, passionate about the cause and eager to participate in making history — who now have a channel to do just that.Cultivation of relationships with celebrities, industry insiders and key players in the world of film, fashion and entertainment, including enlisting the support & active participation of The Travilla Estate.Developing a powerful information network & access to a range of strategic resources, most notably a priceless collection of Marilyn Monroe’s dresses and personal items it has used in media outreach.Creation and validation of a revolutionary new auction bidding model, capable of leveraging a global following of ordinary citizens contributing a few dollars a piece into a compelling and mobile auction presence backed by millions of dollars in buying power.
It is this last item that SAVE-THE-DRESS put on inaugural display last night and that enabled it to wield $3.1 million in buying power in its bid for the coveted Monroe dress at the Debbie Reynolds auction. The organization is confident that this same strategy can be effectively utilized again, building on its results, to amass a larger bidding pool for even pricier items in the future.
“Through a global marketing campaign and the strategic use of social media resources, SAVE-THE-DRESS was able to promote awareness about and build support for our cause around the world,” said Darlene Newman, Director of the SAVE-THE-DRESS Campaign and CEO of project sponsor inQuicity. “I want to thank everyone who helped make this extraordinary effort possible, including Andrew Hansford of the Travilla Estate and the Sanctuary Hotel in New York — and especially all of the individuals who contributed to the campaign and helped us spread the word around the globe.”
“Things of such cultural and historic importance as the ‘Seven Year Itch Dress’ become available so rarely and have traditionally been available only to the very few. We’ve demonstrated through SAVE-THE-DRESS that it’s possible for anyone to participate in auctions like this, ensuring that everyone can own a piece of a celebrated Hollywood costume and its glory — or virtually any object of historic or artistic importance”
SAVE-THE-DRESS notes the reach and effectiveness of its model was critical to securing the support of key allies, including Andrew Hansford of The Travilla Estate, who volunteered his expertise on the legendary white dress and assistance throughout the organization’s campign, and who made William Travilla’s priceless collection of Marilyn Monroe costumes available for the group’s press conference and fundraising events.
The appeal and international celebrity of Marilyn Monroe was also a key selling point that SAVE-THE-DRESS used to enlist the participation of prominent sponsors, including New York’s Sanctuary Hotel, which accommodated representatives from The Travilla Estate and provided secure housing of the priceless collection of Monroe-worn dresses during its visit from London. Sanctuary also provided on-site support yo the campaign’s June 1st press conference and Marilyn Monroe Celebrity Birthday Reception. Due in part to Sanctuary’s efforts, that press conference alone produced more than 1,500 print and broadcast stories worldwide.
Other businesses and organizations heeded the call to help protect the legend and legacy of Marilyn Monroe, including LOFT clothing, New York’s L’Entrecote restaurant and inQuicity, which is the driving force behind SAVE-THE-DRESS and conceptualized this first-ever foray into social media and crowdsourcing as a means to finance acquisition of the legendary Monroe dress.
For additional information about the SAVE-THE-DRESS campaign, visit www.SaveTheDress.org. For a free download of the inQuicity application that reveals the ‘Seven Year Itch’ film location and other must-see points in Manhattan, visit www.inquicity.com. To make a reservation at the Sanctuary Hotel, visit www.sanctuaryhotelnyc.com.
Media Contact: Scott Trent SAVE-THE-DRESS, 212-946-1293, press@inquicity.com
SOURCE SAVE-THE-DRESS
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