Entertainment & Travel

Jennifer Browning and Katie Higdon

Entertainment

The Entertainment Industry

• Serving as a publicist (celebrity, sports figure, athletic teams, entertainment venues)

• Travel industry

• Specific site or distinction promotion

• Specific travel business (ex. Cruises)

Angelina Jolie gives a press conference in Islamabad, Pakistan, on September 8, 2010

Personality Campaign

• “Generate PUBLIC AWARENESS of an individual who is intentionally seeking publicity”

• 1. Client should answer a detailed personal questionnaire

• 2. Use personal ingenuity to develop the facts as story angles

• 3. Prepare biography of the client

• 4. Determine what is to be “sold”

• 5. What are the most important audiences?

The Campaign

• **Place client on multiple media simultaneously**

• Phone Calls and E-mailed pitches

• Interviews

• Photographs to print media ASAP

• Have client appear in public places frequently

• Have client receive an award

After the campaign…

Compile and analyze the results and determine the effectiveness of each method.

Promoting an Entertainment Event

• THE FOCUS: Selling Tickets

• The “Drip-Drip-Drip” Technique– Steady output of information – Heaviest barrage of publicity is

released shortly before the show opens

– Have star unveil their star on the Walk of Fame just before the star’s new film or show appears

• Be careful– not too much “hype”

Moviegoers 2010

• Study results taken from Microsoft, MovieTickets.com, Facebook, and others

73% first heard about movie from TV announcements

52% turned to the Internet to know more info about the movie

62% get review info from the internet

51% rely on reviews from family and friends

The Movie IndustryTargets and Aims

• Market research, Demographics, and psychographics to define target audience

• 12-24 year olds

• “Planters” and “Bookers”

The Promo

• Tickets to radio stations who mention the name several times

• Invite media guests to glamorous parties

• Product placement

• Fast-food promo

Tourism

Travel Promotion• The goal: To turn interest into tickets.

• 1. Stimulating public’s desire to visit a place

• 2. Arranging for travelers to reach it

• 3. Ensuring happiness once they get there

Added element: “Fear of terrorism has focused emphasis on a crucial new element of travel public relations-

Ensuring traveler’s safety.

Creating Interest

Channels of influence include:

• Magazine

• Newspaper

• Brochures

• Travel Film

• Internet Searches

• Association with companies

Who does the writing?

• Freelance Writers/ Photographers

• Employed Travel Writing Staff

• PR Practitioners

Identifying a Target Audience

*Packaging is key*

• Reunions

• School Groups

• Family Vacation

• Study Groups

Because some occurrences are unavoidable (weather, late plane, etc.), personal touches are so important

Personal touches?-Trained personnel-Cheerful tour guide-Attentive hotel manager-Complimentary gifts

Getting Some AttentionA “Novel” Approach

– Dix Bay Resort

– Hot Type Menu

– Nickelodeon

– Dream Works

– Joy FM

Niche Cruises

Tourism in Crisis

Examples?

• Natalie Holloway Crisis

• Royal Princess Cruise

• Unethical employee conduct

How to recover?

• Promote around safety assurance

• Damage Control – Positive press

– Remedial action

• Quick, ethical execution

Questions?