The good news for Liz Claiborne Cosmetics
in early 2001 was that they were prepared to
launch an exciting new brand of fragrance into a
receptive consumer market. The challenge,
however, was to generate excitement, impact,
and sales motivation for the third major product
introduction and launch meeting in three years.
That's where Media Matrix came in.

"Liz Claiborne needed a launch meeting that
reflected their new product-dynamic, energetic,
unique-and stood out from the very successful
launch meetings of the past," said Rob Jones,
Director, Business Communications and
Production for Media Matrix. "It's always a
challenge to follow up on success, and at the
same time, our client needed a launch event
geared to a very specific marketing approach
they'd created for the product."

The new product, MAMBO, a fragrance line for both women and men, with a colorful and festive Latin-oriented name, needed to be positioned
as a product that was for everyone, rather than
an "ethnic" market entry.

The needs of Liz Claiborne for this important product introduction went beyond tying in with marketing and positioning. The real objective was to create an atmosphere, a sense of excitement and appeal. Make it big, make it fun, and capture the essence of this exciting new product: these were the challenges given to Media Matrix as they prepared to create the event from start to finish.

The first step was an innovative theme that created exactly the right kind of atmosphere for this new product. Working with the launch meeting's South Beach (Miami), Florida location,