Two years of construction, meticulous planning and hard work, 17,000 sq m of entertainment space, 9 floors of fun and £154c.million total spend. With that kind of ambition, it’s no surprise that Czech brothers, Václav and Martin Klán ensured that their launch event hit every note.
Last month we went to visit the launch event of Máj Národní. This multifunctional entertainment complex, with Las Vegas vibes, glitzy bars, hi tech F1 experience, e-gaming zone, outdoor roof terrace, zip lines, mini golf, superhero-themed areas, karaoke lounges, and more, will lure people of all ages, throughout Prague, Europe, and far beyond. Here’s how Máj Národní created the perfect launch event to showcase everything it has to offer, and set themselves up for success in all their markets.
Scale, communication and investment
First impressions are gold dust. The role of a great launch event is to get the right people doing the talking for you. To play out your best experience, in front of the people who will spread the word like wildfire. Máj didn't just get the experience right, they smashed the admin;
- A well communicated event giving guests ample time to plan and have confidence in attending.
- Open 10am - midnight, total freedom to turn up early, late or stay for the duration. Removing all barriers to attendance.
- Entertaining from start to finish. Naturally the event became more raucous the later it went on, but right from the beginning entertainment was baked in.
- Hosted at every touch point. Guests had freedom to play throughout the venue, but hosts were always right there to keep things fluid, and answer questions at every station. Zero ambiguity.
- If Máj wanted you to talk about it, you found it was laid on thick and freely available.
Purpose built for PR
The Máj approach to interior design and product curation seems to be that if it won’t get people talking, it ain’t going in. And the event followed suit.
Giant monoliths dress the bars; complimentary drinks greet you at every turn; “try the sashimi sir”, cut from a huge tuna, on display for all to see; Prague's only 18 hole mini golf course (designed by Smith & Devil), & Auto Scoring Darts (from 501). Djs, entertainers, & performers enlivening the dance floors; an enormous indoor/outdoor family soft play experience; a completely unexpected superhero multiverse experience; and so much more, all leading to a spectacular rooftop bar, with views across the city from the highest building in Prague. Cue social media sharing frenzy.
Gaming the guest list
The place is huge. In ambition, vision, imagination, and in physical space. To truly flex its fun muscles, it needs to be full. So the invite list needed to be long, and they needed to turn up.
Which it was, and they did. Two separate events, for differently skewed audiences, hosted roughly 3000 invitees, covering all the potential markets for custom. As the evening evolved, there was even a one in one out queue for the rooftop bar. A perfect strategy to excite influencers and press from around the world into sharing great content, showcase the venue as ideal for landmark corporate events, wow potential business partners, and just about every other positive outcome you can think of.
A lasting impact
Máj expects to host 150,000 visitors in the first twelve months. The digital footprint they will make from their launch will be unmissable, and the local awareness it generated invaluable. That buys them time to be preparing their short and long term marketing strategies, with a healthy turnover and a buzzing environment that further enhances reputation through reviews and word of mouth.
In Summary
When you boil it down, this event was the result of hard graft and ordered thinking. Finding innovative ways to tick the boxes for a memorable and effective launch party.
- Thematic Decor to Wow Guests
- Interactive Experiences and Hosted Demonstrations
- Entertainment and Performances
- Free & Excellent Food and Drink
- Memory Making Moments
- Catnip for Organic Social Media
- Professional Media Capture
- Tactical Guest List
For us though, the real take away was that, whilst it’s rare for operators to have the funds to throw an event this spectacular, it’s still the same basic formula everyone can follow.
It takes meticulous planning, a crystal clear understanding of your product, of your audience and how to reach them, attention to detail, and ultimately an event that shows the right people what your venue is capable of.
Máj Národní
Národní 63/26, 110 00 Nové Město
https://www.instagram.com/majnarodni/
