What happens when your entire national marketing campaign is built around an international icon who suddenly and tragically passes away mid-tour? In this episode, host Rick Kiley and co-host Jeff Boedges travel back to the 1990s with guest Paul Robinson, a veteran brand activation leader. They recount a high-stakes promotional tour for the network Romance Classics (now WE tv) that involved touring three of Princess Diana's original dresses—purchased at auction for $700,000—across major U.S. malls. The campaign, boldly titled "Dressed to Di For," was a massive success until the unthinkable happened: the tragic death of Princess Diana in Paris. Paul and Jeff relive the heart-pounding Saturday night of Labor Day weekend when they had to act without client approval, scrubbing "exploitative" branding, securing priceless assets, and literally peeling wraps off promotional trucks in mall parking lots before the sun came up. It's a masterclass in gut-instinct decision-making and protecting a brand during a global tragedy. Links: Website: https://www.sohoexp.com YouTube: https://www.youtube.com/@UnlikelyEvent Spotify: https://open.spotify.com/show/0dqPOmSUXp2cyUVJc7LnrY?si=4b8a9f3a203f4cc0