Post on 15-Nov-2014
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ENTERTAINMENT MARKETING
PREPARED FOR
Industry leader for 50+ years
Entertainment agency with award-winning clients across all platforms
Offices and 115+ agentsin Beverly Hills, New York, Nashville and London
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AGENDA
NEW YORK LIFE: OUR UNDERSTANDING
APA: ENTERTAINMENT MARKETING
• MARKETING OBJECTIVES
• LEAD GENERATION
• COST EFFECTIVE
WHY APA
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
• New York Life gives you and your loved ones the peace of mind that comes with being backed by one of the strongest, most financially secure companies in the world
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NEW YORK LIFE OUR UNDERSTANDING
SOURCES: NEW YORK LIFE WEBSITE (2014), NEW YORK LIFE YOUTUBE CHANNEL (2014)
• Keep good going
• Family first
• Love
• Strength
• Commitment
• Peace of mind
• Future generations
• Being a role model
• Legacy
• Life choices
• Paving the way
• Tradition
• Pride
• Security
• Inheriting values
• Growing old happy
New York Life Marketing Objectives
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
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APA ENTERTAINMENT MARKETING
• APA provides cost-effective entertainment industry activations that will strengthen and reinforce positive consumer perception of New York Life while generating sales leads
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
FILM PARTNERSHIPS
FESTIVALACTIVATIONS
PREMIUMACCESS
TVSHOWS
CONCERTTOURING
TALENTPROCUREMENT
6PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
MARKETING OBJECTIVES
APA partners with projects that share our clients’ marketing objectives
7PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
PaddingtonA young bear travels to London in search of a home. Finding himself lost and alone, he meets the kind Brown family, who read the label around his neck (“Please look after this bear. Thank you.”) and offer him a home… until he catches the eye of a museum taxidermist...
Marketing Objectives: • Love• Family first• Strength• Life choices• Security• Keep good going
FOR EXAMPLE
+
=
8PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
Telluride Film Festival
A highly prestigious event considered one of the world’s best film festivals, Telluride is an expertly programmed showcase designed for sophisticated
viewers
• Breadwinners• Heads of households• Affluent
• HHI: 37% > $200K• 54% age 45-64• Educated
Telluride audience = NYL target market
+
OR
9PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
Every studio, network and festival gives their partners access to VIP events
Attended by
Our clients’ sales teams attend these events as partners
• Galas• Receptions
• Film screening• Red-carpet events
• Executives• HNW individuals
• Breadwinners• Heads of households
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PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
APA knows the most difficult part about sales is starting the conversation
We provide that conversation starter
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PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
CONVERSATION STARTER
“We’re a proud partner…”
of
12PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
Our clients generate leads and sales appointments through partnerships that result in arranged introductions and organic networking opportunities
at qualified events hand-picked by APA
LEAD GENERATION
Many other agencies will require their clients to engage in traditional pay-to-play partnerships
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New York Life is a proud partner of
in theaters June 17, 2016TAG
New York Life is a proud partner of
in theaters TBD, 2015
OvernightNew York Life is a proud partner of
in theaters TBD, 2015
Overnight
TAG
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
COST EFFECTIVE
We utilize our clients’ already existing promotional assets
HOWEVER
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SOURCE: VARIETY MASSIVE MARKETING SUMMIT (2014)
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
$1,000,000 50 million
TRADITIONAL PRODUCT PLACEMENT
2-second shot of brand logo in a blockbuster movie
15PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
APA PARTNERSHIPS
Our promotional campaign with Marriott and the film 42
364 million$500,000
Marriott International is using the release of the new film “42,” about Jackie Robinson breaking Major League Baseball’s color line, to promote its loyalty program to African-Americans. The campaign — which involves a Facebook contest, special screenings of the film and promotion of “42”
on hotel room TVs, among other initiatives — is the first time Marriott International has done niche marketing for the loyalty program, called Marriott Rewards.
Apoorva Gandhi, vice president for multicultural markets and alliances at Marriott International, said the hotel company
had opted to use the film to reach African-Americans because “it matches our culture, theme and values. The Jackie Robinson story is about the opportunity to break down barriers, opportunity for all, equality and inclusion. These values match well with Marriott International.”
Marriott Ties in With ‘42’ to Promote Loyalty Program
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minimal hard costs combined with in-kind contributions
deliver results
LEADS GENERATED
MARKETING OBJECTIVES REACHED
COST-EFFECTIVE
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
WHY APA PROVEN RESULTS
• APA has a proven track record of selecting successful films for cost-effective promotional partnerships, integrations, and other activations that accomplish our clients’ marketing and sales objectives
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Think Like a Man
Film integration and promotional partnership with Marriott, diversity• #1 film two weekends in a row
42
Promotional partnership with Marriott, diversity• #1 film opening weekend
The Great Gatsby
Promotional partnership and screening withThe Ritz-Carlton, upscale market• Won 2 Oscars, Best Achievement in
Costume Design and Best Achievement in Production Design
12 Years a Slave
Experiential marketing with Bombardier, sales• Won 3 Oscars including Best Picture
August: Osage County
Experiential marketing with Bombardier, sales• Nominated for 2 Oscars, Best
Performance by an Actress in a Leading Role (Meryl Streep) and Best Performance by an Actress in a Supporting Role (Julia Roberts)Need for Speed
Film integration and promotional partnership with Lamborghini, car-enthusiast market• #1 film globally 2 weekends in a row
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
• APA has all the tools of the entertainment industry on-hand
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WHY APA CONNECTED
CONTENT CREATORS
DISTRIBUTION
VENUES
PARTNERS
REPRESENTATION
TALENT
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
WHY APA TALENT PROCUREMENT
• When procuring talent corporate events, APA will use our talent or go out to other agencies and negotiate the best deals without an added rate on top
19PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
We are able to cut 20% from talent buying fees
We do this regularly for Fortune 500 companies
WHY APA BRAND PORTFOLIO
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SOURCES: BOMBARDIER WEBSITE (2014), LAMBORGHINI WEBSITE (2014), AUTO EVOLUTION (2014), MARRIOTT NEWS CENTER (2014), PR NEWSWIRE (2014)
MARRIOTT INTERNATIONAL
With more than 4000 properties in over 80 countries worldwide and the broadest portfolio of brands in the industry, Marriott International is a global lodging leader• As the industry’s most powerful global distribution system, leading frequent-traveler program,
and innovative global sales and marketing strategies, Marriott gives guests and owners the confidence to put their trust in their brands
BOMBARDIER
Bombardier is a world leader in the design, manufacture and support of innovative aviation products for the business, commercial, specialized and amphibious aircraft markets• Bombardier has the most comprehensive aircraft portfolio in the world and holds the number one
position in business aircraft sales
LAMBORGHINI
Lamborghini is a world class manufacturer of some of the fastest and most exclusive super sports cars in the world• Lamborghini manufactures some of the world’s most sought-after super sports cars; the exclusivity
and demand of a Lamborghini Aventador commands at least a one year waiting period for customers
AUTOGRAPH COLLECTION HOTELS
The Autograph Collection is Marriott International's exclusive portfolio of independent hotels and resorts from around the world representing upper-upscale and luxury properties with distinctive personalities• “Exactly like nothing else”
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
• APA’s intimate corporate client list consists of best-in-class premium brands, like-minded to New York Life
from
THANK YOU
ACTIVATION
Marriott Rewards logo on the press wall at the Hollywood red-carpet premiere
Press and TV coverage of premiere, after-party, and overall promotion
Red-carpet sweepstakes through Facebook
Custom-built trailer in-room at 1200 North American Marriott hotels
Custom-designed key card inserts in 160 hotels
Pre-screenings for Marriott preferred customers, partners, and associates
Marriott logo on the Warner Bros. website and social channels
Mention of Marriott in Warner Bros. press releases for the film
Rights to license Jackie Robinson’s likeness
APPENDIX APA SUCCESS STORY
• Marriott International/Marriott Rewards utilized APA to strengthen their loyalty program by reaching a diverse audience via our highly successful promotional partnership with the Jackie Robinson biopic 42
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Marriott International is using the release of the new film “42,” about Jackie Robinson breaking Major League Baseball’s color line, to promote its loyalty program to African-Americans. The campaign — which involves a Facebook contest, special screenings of the film and promotion of “42”
on hotel room TVs, among other initiatives — is the first time Marriott International has done niche marketing for the loyalty program, called Marriott Rewards.
Apoorva Gandhi, vice president for multicultural markets and alliances at Marriott International, said the hotel company
had opted to use the film to reach African-Americans because “it matches our culture, theme and values. The Jackie Robinson story is about the opportunity to break down barriers, opportunity for all, equality and inclusion. These values match well with Marriott International.”
Marriott Ties in With ‘42’ to Promote Loyalty Program
HARD COSTS =MARKETING OBJECTIVES364 MILLION IMPRESSIONS$18 MILLION VALUESALES LEADS
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
HARD COSTS =MARKETING OBJECTIVES130 MILLION IMPRESSIONS$2.6 MILLION VALUE4 SALES PROSPECTS
ACTIVATION
VIP flight passengers included Julia Roberts, John Wells, Juliette Lewis and Ewan
McGregor
Branding via presenting sponsorship of the August: Osage County TIFF party
Press coverage in top US and Canadian outlets including Yahoo! and Vancouver
Sun
Introductions to 4 qualified sales prospects
APPENDIX APA SUCCESS STORY
• Bombardier received sales and promotional benefits comparable to top-paying sponsorship benefits from The Weinstein Company for round-trip transportation to TIFF
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The Cast of August: Osage County En Route to the Toronto International Film Festival
PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.