How to seduce a millionaire
(or two)

The biggest social night of the year, The Mayoress’ Ball, required some very high-end collateral to attract New Zealand’s biggest VIPs. The first of many more of these types of events to happen, we needed to create a theme for the night, brand it and create awareness, as well as producing everything needed at the event itself. And as it was a charitable event, everything had to be developed on the stringiest of shoe-string budgets.

The Mayoress’ Ball is an evening where the who’s who of Auckland rub shoulders in the lap of luxury at the Viaduct Events Centre. It’s a decadent, sensual black-tie masquerade ball and an all-out extravaganza of live music, charity auctions, performers, dancing and feasting. And as you’d expect, tickets don’t come cheap.

The aim of the Ball is to raise as much money as possible. Hosted by Mayor Len Brown and Mayoress Shan Inglis, all net proceeds from the event go towards the Mayoress’ Fund for Youth, an independent charitable fund administered within the Auckland Communities Foundation.

It was our job to create the theming and branding for the night. This involved designing the imagery for all the associated collateral, including the website and online ads, the tickets, fliers, posters, a powerpoint presentation and a whopping 120 page dinner program. And, a crucial element of the campaign, to create compelling invitations that would motivate the wealthiest VIPs in the country to attend.

To create a sense of magic and drama, we used an illustrative style for the imagery with a luxurious, velvety colour palette, vibrant accents and sensuous brushstrokes set against an expanse of black. The dash of colour gave the black depth and energy.

Of course, to ensure the ball was a success, the invitations needed to capture the spirit of the event and generate anticipation and excitement. And they needed to be stunning.

Part of the fun of a masquerade theme is the sense of mystery and allure that a mask creates. In theme, the invitation unfolded to reveal the contents. Evocative of the corsetry common at traditional European masquerade balls, the outside of the invitation was tied tight with a black ribbon. A teasing headline and hints of illustration added to the intrigue. Opening it exposed the invitation and a personalised letter signed by the Mayor.

By creating an invitation that engaged the recipient in an interactive way, we playfully pulled them into our world for a moment. And in advertising, that one moment of connection makes all the difference.

Weeks before the Ball, the event was sold out.

When the night of the Ball arrived, 900 guests, including high profile business owners and celebrity patrons - all in masks - descended upon the Viaduct Events Centre.  Former New Zealand Prime Minister Jenny Shipley, CEO of Auckland Airport Simon Moutter, fashion designer Trelise Cooper, sports legend Marc Ellis, prominent business leader Sir Ron Carter and many other familiar faces could be spied under elaborate masks.

When all was said and done, the Ball successfully raised $290,000 for the Mayoress’ Fund for Youth, which went to the South Auckland Health Foundation to be used to provide paediatric bed spaces at Middlemore Hospital's new intensive care unit. What a cause. That made all the work well worth it.

If you want to create branding that connects with your audience on an emotional level, call Steve on 09 950 2144 or 021 744 960.