The Marvelous Mile

5th Ave Takeover

Fifth Avenue // New York City, NY

The launch of "The Marvelous Mrs. Maisel" season five was celebrated with a mile-long takeover of Fifth Avenue, from 46th to 55th Street. For the first time ever, an unmissable pink carpet was laid on one of NYC's most historic avenues. As part of Prime Video's "Maisel Tov" campaign, the massive activation, produced by Cat/Alina Productions, invited new yorkers and visitors to step into Midge's journey and accomplishments throughout the show with a walkable series of experiences.

Brand ambassadors dressed in 1960s period outfits brought the mile to life as they directed thousands of consumers to each of the five photo moments inspired by the past seasons.. They also passed out 20,000 highly curated giveaways and Marvelous Mile maps that detailed the show's iconic NYC filming locations.

The activation included a first-of-its-kind takeover of the iconic six center windows at Saks Fifth Avenue, where a style retrospective showcased outfits from each season of the series. Inside Beauty on 2 at Saks, visitors were welcome to take a photo in the burlesque show dressing room in a special display featuring authentic set pieces and props. 

The Marvelous Mile activation also included a pink taxi parade, street banners, and vintage cars parked along Saks. Dancers from the show performed to “Pink Shoelaces” throughout the day to happy crowds in front of Saks. 

A remarkable Pink Carpet moment took place when the entire cast gathered to accept the "Maisel Day Proclamation" officially named by the city of New York, and hundreds of fans witnessed the occasion. The cast engaged with the crowd, taking photos and watching a dance performance before being whisked away to Rockefeller Center for a final "Maisel Tov" cheers on the roof with press and influencers.