When international icon and adult entertainment megabrand hit its 50th Anniversary, it wanted to use this key milestone to step up and modernize its brand. With fierce competition from new publications Maxim and FHM at its heels, the Company asked us to help reinvigorate its brand and make it relevant to its target audience of men 18-45.

We created a 50th Anniversary nightclub tour that would garner media awareness, offer value to its advertisers and reconnect the brand with its target consumers. We targeted the top 50 markets and selected hot night clubs in each to host an evening celebrating 50 years of style. Elements of the events included advertiser integration, memorabilia (including letters from history’s notables and Hugh Heffner’s infamous round bed) and appearances and photo ops with the quintessential Playboy bunnies.