National Geographic's

"Experience Africa"

When National Geographic published an issue devoted entirely to Africa, it retained Grand Central Marketing to develop a memorable experience for consumers that would bring the magazine to life and generate publicity for the rare single-topic issue.

GCM created Experience Africa, a five-day celebration that brought some of the sights and sounds of Africa to Grand Central Terminal in New York City. The centerpiece was a photography exhibit featuring larger-than-life images from noted National Geographic photographers that took visitors on a virtual tour of Africa. Visitors to Vanderbilt Hall were also be able to watch the "Africam"—a jumbo-screen, live broadcast from Botswana's Mashatu Game Reserve, where elephants, lions, zebras and giraffes congregated at Pete's Pond, an important watering hole.The event featured numerous other activities that allowed guests to experience Africa's many rich and varied cultures, including appearances by famed National Geographic photographers, interactive sponsor exhibits, performances by African musicians and dancers, information kiosks, and a sweepstakes drawing for a six-day safari.

Experience Africa was the subject of a feature story on the WB11Morning News in New York, and received editorial coverage in the Daily News, am New York, Time Out New York and New York Amsterdam News. More than 30,000 people came to see the exhibition, and over 6,000 registered on site for the sweepstakes.

GCM developed, designed, produced, programmed, publicized and managed the event for National Geographic and its sponsors: BP, Bristol-Myers Squibb, Lenovo, and South African Airways.