After an unparalleled, 50-year musical career that’s redefined culture, Elton John is reaching the end of that Yellow Brick Road he’s immortalized in song.

But the 70-year-old global icon wasn’t retiring—he’s a forward thinking artist who embraces technology. He was simply saying goodbye to the rigors of the road. Our job was to coordinate the announcement of “Farewell Yellow Brick Road,” Elton John’s three-year final world tour, and drive reporters to attend the tech-forward media event.

We enticed journalists to attend this very special event without spoiling the big reveal that Elton John is retiring from live concerts and without confirming if he would be there.

Our Approach

A tech-forward VR presentation highlighted key moments of the artist’s career.

We crafted all communications, from the “save-the-date” to the press release, curated media lists and managed invites, planned and executed the event (with synchronized live satellite offshoots in London and L.A.) and engaged journalists throughout every step. At noon on Jan. 24, 2018, about 250 invited journalists packed into our marquee event at New York’s Gotham Hall—mostly on good faith and with limited information (We hinted but hadn’t promised that John would attend).

At the theater, reporters were given headsets to watch a VR presentation highlighting key moments of John’s career on his path to global superstardom. In front of that full house, the stage revolved to reveal a piano and player, Elton John. Wearing his famous glittered suit and sunglasses, John performed “Tiny Dancer” and announced the three-year, 300-plus-show, five-continent tour in a Q&A with Anderson Cooper. Simultaneously, the announcement was transmitted to the Troubadour club in Los Angeles and YouTube Space in London and live-streamed globally on YouTube in VR180


The program won a Silver Bulldog Media Award for Best Arts & Entertainment Campaign of 2017.


Media Impressions


Shows across 5 continents.