2090 PRO Awards: CNN Grill

Agency: Civic Entertainment Group
Client: CNN

For the most historic presidential election in history, CNN wanted to reinforce its position as a leading brand for politics. Soon after the locations for both the Democratic and Republican conventions were announced, CNN contracted with a restaurant inside the security zone in prime traffic locations that could be seen from people entering and exiting the convention, as well as reporters and camera crews. 

The cable news network then set out to rebrand both venues by replacing the venue sign with CNN neon signs and gave the interior a complete makeover in CNN colors. Viewer quotes were hand painted on the exterior building façade. Live broadcast sets, a radio studio, a blogging lounge and 45 plasma TV screens were added inside. The menu was redone with CNN Prime burgers, left/right wing buffalo wings and red, white and blue make-your-own cupcakes. Breckinridge Brewery was hired to create a CNN Brew in bottles and draught, with CNN Brew tap handles.

High-end credentials were sent to A-list media, political and industry leaders prior to the conventions. The mayors of Denver and St. Paul held ribbon-cutting ceremonies to open the Grill. Six private events were created for top advertising and affiliate clients, featuring Wolf Blitzer, Anderson Cooper and Campbell Brown. The VIP guest list included names such as Maria Shriver, Caroline Kennedy, Nancy Pelosi, Spike Lee, Jamie Foxx and Charles Barkley.

As “the” place to be during the conventions, the CNN Grill generated a lot of buzz, totaling tens of millions of media impressions and more than 100 stories in leading publications such as The Wall Street Journal and The New York Times. Overall, CNN reports that it was the No. 1 most-watched network during both the DNC and RNC conventions, and on election night, among adults 25-54 and 18-49.