[ http://tier10lab.com/2012/09/20/tier10-marketing-case-study-ritz-carlton-tony-bennett/ ] Tier10 Marketing Case Studies: Get a deeper look into the challenges presented to Tier10 Marketing, the solutions employed, and the results of these campaigns ...

1. Tier10 Case Study: Ritz Carlton and Tony Bennett
http://tier10lab.com/2012/10/02/tier10-marketing-case-stud-ritz-carlton-and-tony-bennett/
September 20, 2012
Tier10 Marketing Case Studies: Get a deeper look into the challenges presented to Tier10 Marketing, the
solutions employed, and the results of these campaigns.
Challenge
Tony Bennett and The Bryan Bothers wanted to raise awareness and money for their non-profit
organizations to benefit children. The Ritz Carlton wanted to create publicity around the Sony Ericsson
Tennis Tournament, the 2nd biggest in the U.S., without spending an unreasonable amount of money.
Solution
Tier10 produced two events that helped all three stakeholders accomplish their goals. Tier10 created the
Tony Bennett Celebrity Pro-Am Tennis Tournament and dinner concert, which raised $500,000 for charity
and generated international publicity through over 100,000 media outlets. The tournament brought
together the best players in the world including: the #1 Men’s player, Novak Djokovic, the #1 Women’s
player, Caroline Wozniacki, the #1 Doubles Team, the Bryan Brothers, and the #1 American Singles
player Mardy Fish along with Ana Ivanovic, Ryan Harrison and Kim Clijsters, the 3-time US Open
Champion. Tier10 invited international press and allowed the 20 most influential media professionals to

2. play with the pros. Later that evening, Tier10 produced a dinner concert where Tony Bennett performed
and did a duet with Alejandro Sanz, the most Grammy Award winning Spanish artist in history, for the top
400 leaders who flew in for the tournament.
The event raised $500,000 to help kids fulfill their potential through sports and the arts and the Ritz
received valuable publicity through thousands of media outlets in multiple sectors including entertainment,
music, tennis and the mainstream press.
Charity Fund Raiser
$500,000 to benefit two charities that help kids fulfill their potential through sports and the arts
Celebrity Participation
Tony Bennett, Alejandro Sanz, Novak Djokovic, Caroline Wozniacki, The Bryan Brothers, Mardy Fish, 20
top media and +400 influencial leaders
International Press
Thousands of media outlets from the US, Europe and Latin America in multiple sectors including
Entertainment, Music, Tennis, and Mainstream media
View Website – www.TonyBennettEvent.com
Photos
http://www.Tier10Lab.com
http://www.twitter.com/Tier10Lab
http://www.facebook.com/Tier10Marketing
http://www.Tier10Marketing.com