iDEKO and the Hallmark Channel Connect for the “Countdown to Valentine’s Day”
The Countdown
The longing looks exchanged across a crowded room; clinked champagne glasses at a club filled with sweet, slow music; that stolen kiss before parting on the train platform—such romantic scenes are the staple of the Hallmark Channel’s shows and movies, notably their programming for their Countdown to Valentine’s Day. The Countdown is when the channel broadcasts network favorites and introduce new made-for-TV movies. To ramp up interest, the Hallmark had to figure out a strategy and location to lure in their fans and the curious. The primary location would be the island of Manhattan, the site for so many legendary cinematic romances. Securing an exact location for the event and working out the logistics for the event would fall to iDEKO Corp., Hallmark’s time-tested- and-true collaborator.
Vanderbilt Hall
iDEKO and Hallmark had collaborated on a memorable event in Christmas 2015: in Herald Square, they constructed a Christmas Tree maze with over 500 trees: a glittering labyrinth that set a World Record. Christmas is all about glittery spectacle, but Valentine’s Day requires something more subdued—more intimate. The transit hub of Grand Central Terminal is a legendary point of arrival and departure: a location that has inspired great novels, fine art and amazing scenes in movies. There’s an abundance of scenery that touches the imagination, from the gilded clock atop the information counter in the center of the main concourse, the celestial ceiling with the signs of the zodiac, and the high arched windows allowing outside sunlight from the east and west. Just past the ticket booths is Vanderbilt Hall, a section of the station that hosts many events, public and private. According to the Grand Central Terminal site, the“6,000 square feet of flexible space for your product launch, corporate function, exhibit, sampling event, or fundraiser.” Coordinating with the GCT administrators would prove effortless: an opportunity to showcase the station is worthwhile. The real challenge would be setting the mood, and iDEKO’s teams would prove up to it.
The Hall Transformed
The kind of magic needed for an event like this is a little more nuts-and-bolts and earthbound. It usually requires texts sent and replied, plans viewed and reviewed—but the result is still magic.Production crews transformed Vanderbilt Hall into a showcase for love and romance. Stations were set up to engage couples and bystanders alike. A rose-petal covered photo booth with a cut-out heart shape was built for sweetheart selfies. There was a booth sponsored by champagne maker Korbel, topped with bottles and . glass flutes. Nearby were high tables for passersby to stop, sample some bubbly and chat. On a set-off stage, country-music star Brett Young performed love songs, a few featured in a movie scheduled as part of the Countdown. Adorning a far wall were expressive large-scale portraits of attendees, painted by acclaimed artist Robert Vargas. For one cold February night, under a warm golden chandelier glow, VanderbiltHall was transformed into a Lover’s Lane: a fun place that for a night for fans of the Hallmark Channel (and those who casually tune in) to feel in the mood for love.
Making Magic
Any winning relationship requires a shared vision and great chemistry: needing one night to get their fans excited, Hallmark Channel knew who to call on to help make it a reality. The iDEKO team, with the help and coordination of the administrators at Grand Central Terminal, secured Vanderbilt Hall for the event. The team set up stages and booths all to Hallmark’s specifications. Just like theChristmas event, the Countdown to Valentine’s Day was a success. When you love what you do and you have collaborators with a vision you respect: that’s when the magic happens!