Featured Article: “Royal Dress”

Showtime Networks decorated more than just a room for the second-season premiere of its series The Tudors: The network draped the facade of the Sheraton with vinyl to make it look like an English castle.
It was about as wet and foggy as a romanticized vision of Tudor England could be on Wednesday night, when Showtime Networks held court at the Sheraton Hotel & Towers with the stars of its royal drama for the premiere of The Tudors’ second season. To make the cast feel at home, transport the 500 guests, and get some great advertising in the process, the cable network, led by director of promotions and partnerships Larry Kieran, worked with partner One Source Visual Marketing Solutions to make over the facade of the hotel as a castle. One Source produced the jacket in its Long Island City manufacturing facility. “This was a huge undertaking,” vice president Michael Frank said. “There’s a lot that needs to be lined up.”

Ideas for the event had been tossed around for months, but it wasn’t until three weeks ago that the team finalized its plans for dressing the building like a castle. The plan excited everyone, and Showtime was eager to get as much bang for its buck as possible. Luckily, the hotel agreed to give the spectacle a standing gig through the series’ March 30 debut. “Sheraton ended up being the perfect venue,” Frank said. “What was just a premiere party is now lasting three weeks.” See story at BIZBASH >

Rahul Siddharth has been hired as the Executive Creative Director of OS39 Creative, the creative agency of One Source VMS. Most recently, Siddharth was the Creative Director of Bernard Hodes Group, part of Omnicom Group Inc. See story at MediaPost >

Showtime at the Sheraton!

To launch the second season of The Tudors, Showtime Networks transformed New York’s Sheraton Towers hotel (52nd & Seventh Ave.) into a replica of a castle and the Royal Court of King Henry VIII for the premiere party on Wednesday, March 19.

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Andrew Eisberg, CEO, announces the opening of the One Source VMS west coast headquarters in San Francisco. As part of our recent re-branding and growth initiative, One Source’s San Francisco-based office will cater to and continue to build the company’s west coast clientele. (more…)