The Hobbit Press     CampaignClient: Jayne Trotman - Warner Brothers Entertainment                   Agency: JWPR         ...
PR Objectives1.   Target the female cinemagoer with a UK press campaign2.   To do this without affecting the numbers of Lo...
PR Strategy(Primary Target Audience)• Arrange an effective press campaign, ensuring that the target audiences  are being c...
Male Talent Profiles  Martin           Richard           Luke            Orlando  Freeman          Armitage          Evans...
How are we going to do this?• The use of our designated male talent within women’s magazines by  using within; features, p...
How are we going to do this? Cont.• Features by means of press release in both long and short lead;   • Women’s Magazines ...
PR Strategy(Secondary Target Audience)•   Coordinate an effective press campaign by targeting the press which the secondar...
Press Material• Press conference two months prior to release with director and cast for  long lead journalists    • Invite...
Competitions• As previously recognised ‘You magazine’ is our magazine of choice, which  fits our target market, with the m...
Competitions (cont.)• Directed now at our secondary target audience;• Ten Free tickets to see the film, within a feature i...
TimelineJune             Confirm Timeline for all launch activity                 Training and initiation of brand for all...
Six Reasons to work with1. Dedicated2. Logical3. Passionate4. Hard working5. Intuitive6. Understandable
Appendix• Please see the brief document.
The TeamIf we were to win with this bid, then your team would be:          Jay Wicks, Partner / Senior Account Director   ...
Fees Warner Brothers Entertainment Budget Breakdown. Monthly Retainer                                   £3,000 per month C...
Evaluation• Press clippings will be sought and collated, then presented in a portfolio,  from which we can work out the ad...
Thank you, any questions?
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'The Hobbit' Pitch

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My Pitch for a second year BA (Hons) Public Relations brief, to target;
-UK Print
-Females 25-40
-ABC1C2

Both the pitch itself and the supporting pitch document gained a grade of 85% (1st) and I attained a grade of 79% (1st) overall for the module.

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'The Hobbit' Pitch

  1. 1. The Hobbit Press CampaignClient: Jayne Trotman - Warner Brothers Entertainment Agency: JWPR Presented by:
  2. 2. PR Objectives1. Target the female cinemagoer with a UK press campaign2. To do this without affecting the numbers of Lord of the Rings fans and Tolkien fans3. Ensure our target audience are aware that The Hobbit is a different film to Lord of the Rings4. Communicate the key attractive points of the film
  3. 3. PR Strategy(Primary Target Audience)• Arrange an effective press campaign, ensuring that the target audiences are being covered• Achieve coverage within women’s short and long lead magazines and newspapers and their supplements and focus on the male talent in the film to lure in the female market• Including a televised press conference with all the main stars in attendance• A prize for a lucky entrant of a competition, in our chosen publication
  4. 4. Male Talent Profiles Martin Richard Luke Orlando Freeman Armitage Evans Bloom • Plays: Bilbo • Plays: Thorin • Plays: Bard • Plays:Legolas Baggins Oakenshield the Bowman Thrandullion • Race: Hobbit • Race: Dwarf • Race: Man • Race: Elf
  5. 5. How are we going to do this?• The use of our designated male talent within women’s magazines by using within; features, photo-shoots, competitions and Q&A’s
  6. 6. How are we going to do this? Cont.• Features by means of press release in both long and short lead; • Women’s Magazines • Film Magazines • Newspapers • Newspaper Supplements• We’ve identified that the magazine which would hit our ideal target market as; • Best selling for part of our primary target market; ABC1 • 2.5 million women buy The Mail on Sunday every week • Celebrity focused and often like to include ‘eye-candy’ • Often run competitions alongside celebrity features
  7. 7. PR Strategy(Secondary Target Audience)• Coordinate an effective press campaign by targeting the press which the secondary target audience is being covered• Achieve coverage within film magazines and the films section of newspapers• A televised press Conferences with the director and cast, two months before release• Awareness of the film alone would be enough to entice the already abundant fan base of Tolkien’s work to the cinema• Arrange a competitions, which will be to get people into the cinema and watch the film.
  8. 8. Press Material• Press conference two months prior to release with director and cast for long lead journalists • Invites to journalists will be have the following; • Invited on parchment, hand-written in calligraphy • An ‘aged’ copy of the map of Middle Earth • Opportunity to have a feature with our ‘male talent’• Press junket for short lead journalists a month before release• Press releases in relation to the films release, to publications, tailored to; • Women’s Magazines • Film Magazines • Newspapers
  9. 9. Competitions• As previously recognised ‘You magazine’ is our magazine of choice, which fits our target market, with the most readers.• We’ve devised a competition, winner to be picked by answering a question correctly: • Go to The Hobbit premiere in New Zealand • Two weeks, all inclusive holiday at a 5* hotel two people • Meet the cast • Visit the actual set of Hobbiton • All this, with £2,000 spending money Slogan: “Win the hobbiday of a lifetime”
  10. 10. Competitions (cont.)• Directed now at our secondary target audience;• Ten Free tickets to see the film, within a feature in the Odeon Magazine, which is currently market leader within the film magazine genre.• Entry as part of a quiz, possibly linking the Lord of the Rings, something similar to; “In the 2003 film Lord of the Rings, Return of the King, who retrieves the ring for Bilbo Baggins”• Winners will be chosen and tickets and free refreshments to their nearest Odeon
  11. 11. TimelineJune Confirm Timeline for all launch activity Training and initiation of brand for all JWPR team Create the schedule for events Book venue for press conference and invite press upon confirmationJuly/August Arrange for the bespoke invites to be created and send for press conference Press release collation Approach publications to begin coordination feature coverageSeptember Follow up on press invitations Send press pack out to long lead press who are not invited to an eventOctober Long lead press launch to take placeNovember Follow up and secure coverage in long lead titles Press Launch - National and regional weeklys/colour supplements Follow up and secure coverage in short lead titles Hobbiday competition closes and winner announced>December 14th Q&A answers to be sold into relevant short lead, national and regional press Competition winner goes to premiere Send thank yous to all relevant press with a plaque with a translation of the journalists name, into Elvish.
  12. 12. Six Reasons to work with1. Dedicated2. Logical3. Passionate4. Hard working5. Intuitive6. Understandable
  13. 13. Appendix• Please see the brief document.
  14. 14. The TeamIf we were to win with this bid, then your team would be: Jay Wicks, Partner / Senior Account Director David Piggott, Account Manager Emily Apps, Account Executive Megan Reynolds, Press AssistantYour first point of contact will be Emily.
  15. 15. Fees Warner Brothers Entertainment Budget Breakdown. Monthly Retainer £3,000 per month Competitions £5,000 Press Events £500 Stationary and calligraphy for invites £400 Expected Sub Total £23,900 Additional works £150 per hour
  16. 16. Evaluation• Press clippings will be sought and collated, then presented in a portfolio, from which we can work out the advertising value equivalent.
  17. 17. Thank you, any questions?

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