“We will be replicating it as close as we can to give attendees a feel for the real thing,” Bearden said, aiming to whet their appetite for a trip to Tennessee.
Classic kitsch
At Graceland, the “jungle room”—otherwise known as the den—debuted in 1965 as a reminder of Hawaii, a favorite Elvis travel spot. It also served as a studio where the singer recorded “Blue Eyes Crying in the Rain” and “Moody Blue,” taking advantage of its solid acoustics for what became known as “The Jungle Room Sessions.”
The room has become one of the most popular stops on the current-day house tour, but guests are kept at arm’s length from the kitschy decor. The bar pop-ups will give fans their first sensorial experience of the famous island-themed setting.
“Love Me (Bar) Tender” will be free—consumers can access entry times via online signups—and will include giveaways, Elvis-inspired cocktails, photo booths, music from Memphis bands and sweepstakes for Memphis vacations.
Influencers and media will be invited alongside consumers with the goal of social chatter and earned media. The partners also plan a variety of paid placements in the three cities and elsewhere to hype the stunt.
The partners worked with C+C, a PR agency that has brainstormed and executed other activations in the travel space, along with experiential firm NRG, which will choose the venues and produce the events.
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