Public Relations and Event Management and Production

The Dana Agency put the pedal to the metal to kick off Kiehl’s annual LifeRide for amfAR in Miami, a nine-day, cross-country celebrity motorcycle ride raising awareness and funds for HIV/AIDS research. The challenge was to create a motorcycle-friendly and media-worthy, kick-off event at the Kiehl’s store in South Beach in the middle of July.

The Dana Agency erected a pop-up urban picnic on a customized, 40-foot faux-lawn outside Kiehl’s Lincoln Road storefront complete with picnic box lunches and red and white gingham décor. Inspired by Kiehl’s history with motorcycles, a spirit of adventure, and philanthropic heritage, the ride was led by Actor John Corbett, Chris Salgardo, President of Kiehl’s USA and Kevin Robert Frost, amfAR CEO.

Other celebrity riders included Teddy Sears, Christopher Redman, Marguerite Moreau and Grant Reynolds.

We ensured the riders made a grand entrance: motorcycles roared into the event greeted by a mob of media 50-plus deep. We secured our client, and celebrity chef Robyn Almodovar, to cater gourmet picnic boxed lunches. Guests had the opportunity to meet and greet the celebrity riders, pose for souvenirs in the custom CapturePod photo booth and get “ink’d” in the temporary tattoo parlor. There was also a celebrity check presentation from Kiehl’s to amfAR in the amount of $115,000.

We also secured Miami Beach Commissioner Michael Góngora to present an official proclamation designating July 13th as “Kiehl’s Day.” During the Lincoln Road event, guests also had the opportunity to add a patch to the AIDS Memorial Quilt Panel, which was then displayed at the final stop in Washington, DC.

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