Rockefeller Center: The Beam
Rockefeller Center is known for its incredible Christmas display, but this holiday season brought a new incredible attraction to the heart of the city: The Beam at Top of the Rock. The Beam allows visitors to take a step back in time and out into the air over New York City, with a re-creation of the classic photograph, "Lunch Atop A Skyscraper," itself shot at Rockefeller Center during 30 Rock's construction.
The new Top of the Rock stands as a testament to the rich artistry and history of innovation embodied by Rockefeller and The Beam is the first in a series of new experiences launching this year as a part of the Top of the Rock redevelopment. Known was tasked with building a campaign “SEE YOU AT THE TOP” that highlights, connects and brings each new experience to life, building momentum, excitement and awareness that the new Top of the Rock is where incredible moments become magical memories.
Marketing for The Beam started as an out of home and social campaign highlighting iconic New Yorkers experiencing it for the first time. We partnered with stars of New York's culinary, fashion and entertainment fields to create assets promoting The Beam in December and throughout 2024.
The launch built momentum that propelled the new experience into every New Yorker's social feeds and into a must-see for incredible visitors who have since stopped by: from the TODAY Show to David Beckham. Known continued to capture and promote it all across organic and paid media, garnering huge numbers for our Top of the Rock accounts.