TASC was hired by Tommy Hilfiger, Russell Simmons and the MLK Memorial Foundation to help organize and manage publicity for “The Dream Concert,” with a goal of raising $5 million for the Memorial for Martin Luther King Jr. on the National Mall in Washington, DC. We were also retained to manage the publicity for the concert, which took place at Radio City Music Hall in New York City.
Featuring headliners such as Stevie Wonder, Santana, Aretha Franklin and John Legend, the concert sold out, exceeded all fundraising goals, generated front-page news around the world and launched the first sustained national public relations exposure for the memorial project.
TASC garnered media attention from 100 outlets on the red carpet and received international and national media attention from press including NBC’s Today Show, ABC’s Good Morning America, The New York Times, USA Today, The Washington Post, Rolling Stone, and MTV. , the memorial was completed and officially opened to the public, becoming a United States national .