Melania Trump rang the opening bell at the New York Stock Exchange on Wednesday to launch Imperia, an invite-only network for women executives, per AP via WTOP. Her adviser calls the project "Davos for Women," and the exchange is hosting the first Imperia summit during this week's UN General Assembly.
The First Lady does product launches now. Bellwether rings the NYSE bell like a Q3 reveal, delivers a keynote about the world's "untapped economic force," and names the club Imperia, a Latin word for empire, picked like a domain name by the PR team. The exchange is the venue partner, per the official press release, the UN General Assembly is the trade show, and the invite-only network with the Roman name is the SKU.
Her own words, straight off the exchange floor: "Consider what happens without us." That is not a speech, that is a slogan board. "Move beyond mentorship, and toward ownership" is a tagline. "The room is full," she told Fox & Friends, which is what a club says when the membership is the event and the event is the club. The summit lands at the St. Regis, per USA Today's preview, which is the kind of address that makes Davos sound like a public library.
It all lands the same week a Daily Beast analysis counts her public appearances this year: fewer than 50. "Behind the scenes I'm working nonstop," she says, which is the PR version of "I was here, I just didn't let you see me." Three initiatives, one per season, like software updates. Be Best was the fix. Fostering the Future was the patch. Imperia is the rebrand with the bell.
YOUR TURN: Imperia needs a membership fee. Set it: low enough that the press writes about it, high enough that it feels exclusive.
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