Situation
PR plays a crucial role in the commercialisation of IP. Once a property has been created, communication to the target audience is the next essential step to entice the audience to act, whether that be purchasing a product or viewing a programme.
Strategy
Franklin Rae is adept at designing PR strategies to connect with consumers in creative ways, raising awareness of the product. News announcements, features, seeding of video assets, engaging in social media activity and securing reviews/previews are all activities that are likely to be involved in a strategy to sell your property.
Result
Franklin Rae was tasked by independent kids’ television producer Darrall Macqueen to launch its property Pet Squad. Franklin Rae worked with the company around key television markets to raise awareness of the show and to reach key industry deal-makers. For Pet Squad, a news-intensive campaign generated extensive coverage in the UK and international publications, maximising exposure to generate sales. The strategy was underpinned by wider profile-raising activity around the company through interviews with key executives, comment in wider features, opinion pieces and property profile features in publications including Broadcast, C21, WorldScreen, Televisual and MIPCOM and MIPJUNIOR Preview Magazines.
Numberjacks is a UK children’s television series for 4-5 years olds shown regularly on CBeebies. The Numberjacks launch campaign centred on building the brand and raising consumer awareness of products in the market place. The strategy focused on profiling the key messages of the series, the story of its creation, on product-related press around the announcement of the individual product launches. Franklin Rae’s activity included competition and giveaway activity with national and regional press, product reviews in a wide range of national supplements and consumer titles, and in key Christmas gift guides. Franklin Rae also implemented a “money can’t buy competition” with a national newspaper whereby a Numberjacks fan won the chance to be an agent in an upcoming DVD.
Our core objective for the theatrical and DVD release of modern Western Red Hill was to drive attendance and sales around the launch. Using themes from the film, Franklin Rae developed a creative strategy to reach the core target audience of 15-34 year olds. Key elements of the campaign included the placement of talent interviews and Western-themed features. These creative ideas were backed up with comprehensive press office activity including the management of a screening programme and the placement of reviews and competitions.