R&CPMK created an authentic and accessible platform fueled through music to celebrate Northwell’s commitment to veterans titled ‘Side by Side’, a daylong celebration in the heart of New York City bringing together music talent and incredible programming.

HARNESSING THE POWER OF MUSIC FOR GOOD

For more than a decade, Northwell Health, a non-profit organization and New York’s largest private employer and health care provider, has been a valuable resource to veterans and their families providing elite health care services, employment opportunities and innovative solutions.

Our team developed the name, logo, and brand identity, website, paid and earned media strategy, custom video content, and ticketing strategy for Side by Side. We leveraged Northwell’s relationship with the United States Navy and established it as the main event of the annual New York Fleet Week. For both the daytime and evening event, we secured NY’s most iconic venues, Rockefeller Center Plaza & Radio City Music Hall, as the backdrop. Featured performances from world-renowned musicians, military performances and exhibits, partner activations, high-end hospitality, and exclusive experiences included Imagine Dragons, Boyz II Men, Gavin Degraw, The Rockettes, and more.