Lasted Updated on March 1, 1999: Film, Television, Music Industry, Airline In-Flight Entertainment… Crest National Does It All
“Public Relations Campaign Secures Successful Optical Media Launch and Dramatically Extends Film & Television Post Developments”
Crest Digital: A Hollywood-based provider of motion picture film lab and extensive post-production services since 1961 (including large-format telecine, subtitling, mass audio and video duplication and fulfillment), which had recently launched a full-service optical media operation.
Executive Summary
Back in 1998, Roger Darnell helped Hollywood-based Crest Digital partner with the Women in Film International Summit, the Santa Barbara International Film Festival, AFI Worldfest, IFP/West, the Slamdance Film Festival and many others while reaching millions through a balanced cross-media marketing campaign. Campaign media highlights included strategic coverage in American Cinematographer, Billboard, Daily Variety, Film&Video, Game Developer, Millimeter, New Media, The Hollywood Reporter, and other top media outlets.
Challenge
Based on existing proactive marketing plan, develop a complementary public relations campaign and use it to support continuing sales and marketing activities. From there, use PR campaign to update presence within international motion picture community and create relationships with Hollywood’s indie filmmakers, film festivals and film organizations. Also, expand marketing efforts to include co-producing live events aimed at indies — and take over ad planning and execution.
Approach
Worked with owners and executives from film, post and optical media divisions to solidify branding efforts and promote company’s full slate of services to target audiences around the globe. Used traditional public relations approach to generate a steady flow of press within trade media, focused efforts to generate feature coverage in top media targets. Created and managed promotions with key organizations to extend perceptions of company and knowledge of DVD and other optical media — and to support sales efforts. Pioneered use of Internet as online news bureau. Database of media, business partners and key industry movers was built and managed in support of key developments.
Results – Highlights
- Strategic consulting, planning and execution of public relations campaign positioned company atop emerging optical media replication marketplace — with particular emphasis on its DVD authoring, mastering, replication and fulfillment services in the home video and in-flight entertainment industries.
- Campaign also successfully positioned company within the international cinematography industry with emphasis on its large-format telecine services.
- Managed development of event sponsorships for major film festivals (AFI International Film Festival, Malibu International Film Festival, Hermosa Beach Film Festival, Santa Barbara International Film Festival, Short Pictures International Film Festival, Slamdance Film Festival) and organizations (IFP West Spotlight Luncheon Series, Women In Film International Summit and others).
- Campaign media highlights included strategic coverage in American Cinematographer, Avion, Billboard, Daily Variety, Film&Video, Game Developer, Government Video, Millimeter, New Media, eMedia Professional, The Hollywood Reporter, Replication News and Tape/Disc Business.
About The Darnell Works Agency
With its proven expertise in developing highly successful marketing, PR, and media strategies, The Darnell Works Agency is the go-to PR firm for bold business leaders and their organizations. Offering unmatched writing talent and inside-media expertise, agency principal Roger Darnell sets his clients apart atop their industries. Already central to billions of positive media impressions worldwide, the agency’s collaborations with leading business executives and media luminaries continue soaring to new heights.
