This is a guest post by Howard Givner, Executive Director, the Event Leadership Institute.

Confetti Testing Day is a real event that occurs a few days before New Year’s Eve.

Samples of the actual confetti that will be used in Times Square are gently hand-tossed, not in clumps, out the windows of the Times Square Alliance, which produces the New Year’s Eve mega event, in partnership with Countdown Entertainment.

Staff is on hand to make sure it properly flutters to the street in a way that meets their standards.

Has the confetti ever failed its test? I doubt it, but this is but one of numerous pre-event publicity stunts created by the Times Square Alliance to build buzz and excitement for New Year’s Eve.

The New Year’s Eve Celebration in Times Square is easily one of the most well known events in the world, with over a billion people viewing it on television. Even so, as soon as Christmas is over (literally the next day), the events team at the Times Square Alliance begins a massive pre-event marketing blitz to promote it.

Is anyone ever going to forget New Year’s Eve? Hardly. But there’s a difference between people simply remembering your event, and having them get really excited for it, and that’s what the Times Square Alliance is doing with all their pre-event publicity activities. They’re getting everyone excited.

This is a great lesson to apply to your own events, which I’m sure are on a much smaller scale. Once you’ve already gone through the expense and trouble to create and plan your event, it may not take much to amplify and leverage that effort by getting your attendees excited about it in advance.

For additional tips on this topic, check out the Event Leadership Institute’s full Interview with Lori Raimondo of the Times Square Alliance, where she talks about planning the Times Square New Year’s Eve Celebration, and other major events. Here’s a clip: