Opening of an envelope
Who are the names publicists want at their opening nights and why are they so important?
When it comes to opening nights and A list events, there are some celebrities who are prized by event organisers. They are selective about which invites they will accept, and their attendance can communicate a show or event to their fanbase.
“Dannii Minogue and her boyfriend (English model) Kris Smith are very hot property right now because – and I think this is true of most A-list celebrities – they aren’t at the opening of an envelope,” PR consultant Kate Keane told the Sunday Age.
“Dannii is overseas most of the year, so when she is here she’s hot property. The same with Eric and Rebecca Bana and Geoffrey Rush. Jane Turner and Gina Riley don’t go out a lot, so if they do attend your event, it’s almost as if they’re giving their approval. Hamish and Andy are fantastic because they have such a huge following. Rove is quite selective about where he goes and I would consider him to be A list. Warnie makes a great guest because he is so popular and controversial, although sometimes he won’t be photographed.”
Michelle Stamper, Channel Nine Melbourne’s head of publicity and marketing, says she cautions the network’s stars against going out too often and being seen too frequently in the media.
“You don’t want them going to the opening of an envelope because in the end it dilutes their value,” she says.
“Attending every opening and event is not the road to a long and successful career. As meteoric as your rise may be, it can very quickly fall. You want longevity in this industry. If you look at people like Catriona Rowntree and Livinia Nixon who have been around a long time, they’re very successful but you don’t see them at every event.”
One television insider says those who become better known for partying than their craft rarely survive long.
“In the end they’re just known for being great champagne and canape consumers and getting their head in the social pages. There are always going to be people who desperately seek fame, but those people are quickly found out. Their talent does not outshine their partying ability.”
Source: The Age