DWA Case Study


		CASE STUDY

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 National Film Laboratory: 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.

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 - Highights

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
The Darnell Works Agency supports some of the world's most innovative business ventures by providing intelligent business counsel, helping leaders build, showcase and leverage meaningful accomplishments, and combining proven strategic foresight with cross-media communications expertise to achieve specific aims and objectives. Since 1990, principal Roger Darnell has successfully served hundreds of leading executives and working members of the press, resulting in over a billion positive media impressions worldwide, and earning DWA's reputation as a leading agency for crafting and delivering brand communications campaigns that are effective -- and genuinely interesting.