Baileys x NBC’s Christmas In Rockefeller Center 2024

This year, I locked in Baileys for the 5th Year Partnership as a presenting sponsor for NBC’s Christmas in Rockefeller Center. With the high rated success of the 2023 partnership, the Baileys Brand team came to me wanting to make this the biggest year ever, so I crafted a 360 partnership that included the following:

  • Baileys to host the first-ever Rockefeller Tree Lighting Party up above at the 610 Loft & Garden - filled with product placement, a delicious branded bar, and star studded attendees

  • Alignment with Ciara Miller, star of Bravo’s Summer House, for an in-show branded moment and a series of social posts leading up to and during the party

  • Baileys owned the night with an on-air branded countdown clock counting down to the special Tree Lighting moment with a special verbal mention by host Kelly Clarkson.

  • Ads running on NBC and Peacock during Christmas In Rockefeller Center

    ROLE: Creative strategy development & execution: partnership sales, talent negotiation, in-show moment scripting, social media content & copywriting, party planning, product integration, Peacock Ads strategy, and more.

IN-SHOW INTEGRATION
We aligned with Bravo’s Summer House talent Ciara Miller to create a special on-air moment for Baileys, a presenting sponsor for the 5th year in a row. Showcasing the product and delivering brand messaging.

ON-AIR COUNTDOWN CLOCK
The branded countdown clock appeared on-screen 2x per hour during NBC’s Christmas In Rockefeller Center, counting down to the moment of the Rockefeller Center Tree Lighting. Host Kelly Clarkson did 2x verbal mentions touting the brand as a sponsor of the night.

SOCIAL COUNTDOWN POST
We kicked off the excitement with a social countdown post on @NBC’s Instagram handle, which allowed fans to set a reminder to tune into the special.

Peacock Ad Innovation

Peacock Engagement Ads are served during standard ad breaks in Peacock streaming content, with call-to-action messaging that prompts viewers to interact. We created this ad that aired during the holiday season with a QR Code driving fans to a Baileys Recipe.