Cataldi Public Relations is a PR agency founded in 1988 that specializes in cable, digital media, and entertainment clients. It represents many well-known brands in media, including AMC Networks, Comcast, WWE, and WNYC. The agency is known for its unconventional, attention-grabbing campaigns that generate significant media coverage. Some examples highlighted in the document include running a zombie for president to promote an AMC Networks dispute, creating a fake organization dedicated to celebrity divorce prevention for WE TV, and conducting a "Guitar Face Search" to promote a new video on demand service.

1. cataldi public
relations
Agency Credentials,
Revised January 2015

2. Quick Facts…
 Founded in 1988 by ex-Weber Shandwick exec Sal Cataldi
 Mix of blue chip & entrepreneurial clients including leading
names in media, entertainment, not-for-profit and
consumer brands…
 lncludes AMC Networks (AMC, IFC, Sundance, WEtv, etc.),
Comcast, TNT, TBS, WWE, 1-800 Flowers, WNYC,
Entenmanns, Sony Picture Digital, National Audubon
Society, Tanqueray, Dewar’s, Molson, Screenvision, etc.
 Specialists in cable & digital media – Programming and
trade publicity, guerilla marketing & social media and viral
video promotions and building brand partnerships.
 Award-winning, mega-media generating, out-of-the-box
thinking – 2x Adweek Guerilla Marketers of the Year,
PRSA Bronze Anvil, CableFax 100, PR Week and Beacon
Awards, etc.
 A-Z execution & VERY LONG TERM relationships with
clients!

3. Our Philosophy? KILL RUN-OF-THE-MILL THINKING!
There is nothing more hopelessly endangered than the fresh idea.
Fresh ideas should be…
Strategic enough to crystallize and communicate the soul of a
brand in an instant.
Able to instantly ignite the imagination, emotion and
allegiance of the message-battered consumer.
Spark not only the grudging but involved interest of the jaded
media to produce a blitz of spirited coverage of your brand.
Make consumers rise with open wallets and positive word-of-
mouth to further your commercial crusade for the fun and
personality it projects about the brand and people behind it.
Very kind to the bottom line – the biggest bang for the
minimum investment of time, resources and $$$.

4. Media Branding Experience

5. AMC Networks, Since 1993
 AMC “A. Zombie for President” – A cheeky national
campaign to raise awareness of AMC’s battle with
DISH Networks
 Mad Men & Breaking Bad Event Concepting –
Lincoln Center, Museum of Moving Image Screenings
 AMC MonsterFest – Program publicity, street stunts
and promotions including the “AMC House of Horror
Sweepstakes”
 AMC 1-800-U-BE-DUKE Sweepstakes
 AMC Tarzanmania – Cheeta’s Apestract Art
 AMC Marilyn Monroe Treasure Trunk with Planet
Hollywood
 And much more…

6. The proof is in the publicity…

7. Other AMC Networks…
 FUSE – “Declaring the Music Video an Endangered
Species…”
 Mag Rack VOD – “Guitar Face Search” and “Most
Outrageous Bird Video Contest”
 IFC – “Rhett & Link: Commercial Kings,” “Whisker
Wars” and “The Whitest Kids U Know”
 WETV –“Project Hollywood: Society for the
Prevention of Celebrity Divorce” and “Ropin’ Men
Roundup in Union Square”
 Sundance Channel – “Red Road” and “Push Girls”
 AMC Yeah – Launch and promotions for new
streaming film service
 Bravo – “Arts for Change”
 VOOM HD – VOOM Portraits with Robert Wilson,
Artland USA, Equator HD, Rave HE
 Metro Channels Launch

8. Men – how we like them…

9. Getting “fuse-i-fied”...

10. More media…
 Comcast Select On-Demand
 World Wrestling Entertainment/WWE – 7 years
business and trade press and Wrestlemania stunts
 TBS & TNT– “My Boys,” “The Closer” and “Rizzoli &
Isles”
 HBO & Cinemax
 CNN - Anderson Cooper 360
 WNYC “#SmartBinge”
 YES Network
 Cablevision – Optimum Launch Events
 Sony Pictures Digital – “SoapCity Games”
 USA Networks
 Lionsgate Television (Epix, fearNET)
 Screenvision/National CineMedia
 Karmaloop TV (with partner Pharrell Williams)

11. They’re not
Media…
But They Were
Offbeat &
Effective
Case Study Quickies…

12. The Dewar’s Bagpipe Festival @ the Knitting
Factory
 CPR created hipster cache in step
with tradition for Dewar’s by
creating an eclectic, two-day long
charity bagpipe music fest at
NYC’s Knitting Factory
 Bands from trad folks to the
avant garde, all introduced by
media spokesperson James
“Scotty” Doohan
 Proceeds from sales of tickets and
a live CD on Knitting Factory
works label benefited the Scottish
National Trust
 Mega-media results, from NY
Times to The Today Show, led to
launch of a five-city concert tour
and downtown spike in sales.

13. Pipes & Scotch in the paper of record

14. Tanqueray Rock & Roll Trivia Tours
 CPR created awareness among
young adult music lovers with a
celebrity hosted bus tour to the
offbeat sites where rock history
happened in LA and NYC
 Partnered with rock industry
charity TJ Martell to garner celeb
hosts for tours
 Standalone guidebook/map was
distributed in bars and clubs and
used as advertorial in much-read
city magazines
 Generated incredible national
media, including front page story
in NY Times

15. Paper of record… again

16. The SoapCity Games
 Create a buzz for just-launched
SoapCity during Emmy Week by
inviting daytime stars to
participate in an offbeat athletic
event
 Partnered with the Humane
Society
 Soap divas competed in photo op
ready events like arm wrestling
and wrestling script reading
judged by wrestlers
 Involved consumer by offering
dog bowls hand-painted by the
stars via online charity auction
 Great press, including Newsweek
and NY Times, built awareness
with the stars and consumers for
SoapCity.com

17. PR Week focus…

18. 1800FLOWERS Lotsa Love Bears
for Save The Children
 Created a partnership between
online retailer and leading charity
to promote sales of
1800FLOWERS plush line
 12 A-list celebrities including Kate
Winslet, Kenneth Cole and Maria
Bello created one-of-a-kind Lotsa
Love bears for online charity
auction
 Royalty on holiday sales insured
charity $20k
 Mario Bello acted as media
spokesperson for gratis, in
national SMT and appearances on
shows including TODAY and Fox
& Friends
 Campaign helped 1800FLOWERS
have its biggest season ever in
plush sales

19. Alize Operation Red Head
 Female-targeted concept to
introduce new cranberry flavored
line-extension of popular
cognac/fruit beverage
 National sweepstakes where 500
won red head transformations
from their hair dressers or at mass
events
 A-list red head celebs like B-52
Kate Pierson, Cyndi Lauper, Tina
Louise, Traci Lords were
spokespersons in media and
extensive in-market events
 Teamed with Manic Panic to
create Alize Red Passion hair color
 Year 3 proposal included mobile
army truck/beauty salon
 Earned Cataldi PR “Brandweek
Guerilla Marketer of the Year”
honors

20. Transformations & bold-faced names

21. Paper of record again…

22. JUMP Free Phone for Your Teens
 HUGE sounding prize that cost
little – free phone & service for
a girl for her entire teen years
 Promoted via publicity, ads in
magazine and partnership
with MCI, include presence in
bill stuffers and at 10 mall
events
 Grand prize included phone
calls from teen stars Joshua
Jackson and Jimmy Ray
 Generated extensive media
from MTV to USA TODAY and
45,000 new subscriptions

23. Executions: Fave Media Projects

24. AMC Battles Dish Networks…
By Running A. Zombie for President

25.  As the 2012 Presidential
Election heated up so to did a
battle over carriage between
AMC Networks and satellite
service Dish Networks…
 How to draw attention to this,
when the world was focused
on hard news, the Presidential
contest?
 By becoming a part of it – by
getting our platform heard by
running a zombie, a figure
synonymous with AMC’s
biggest hit, “The Walking
Dead,” for President!

26. A. Zombie on a faux coast-to-coast, cross-platform
Presidential campaign including…
 A 7-city bus tour with stops
including both National
Conventions and a Zombie
March in D.C. on World Zombie
Day!
 A full-fledged marketing blitz
worthy of a real candidate:
including website, TV spots and
generous swag, from buttons
and bumper stickers to posters
and t-shirts.
 A multi-tiered social media
campaign designed to apply
direct consumer pressure to Dish
Networks.
 And, of course, massive national
and local market press.

27. Scenes from a campaign…

30. Mega Press=Mega Pressure
Our spirited campaign generated a huge wave of
press which put a boardroom battle between two
companies into the public arena…
Leading national outlets like The New York Times, USA
Today, The Washington Post, AP, Entertainment Tonight, the
Today Show, Huffington Post, Slate and many more.
Major features in dailies, culture blogs and the major
broadcast outlets in the 7 markets the campaign traveled to.
Think pieces in many political outlets like The Hill and
Drudge Report and marketing-centric press like Adweek and
Advertising Age.

31. In the end, A. Zombie didn’t win the Presidency, but he did create a PR
groundswell that helped bring AMC Networks back to DISH

32. WE tv’s Society for the Prevention
of Celebrity Divorce

33. Going “faux” social…
 How do you get attention for another
reality series featuring C-list stars
confronting their personal problems?
 CPR did it by creating an LA-based
billboard blitz for a fake pro-social
organization dedicated to the issue at
the heart of the show, The Society
for the Prevention of Celebrity
Divorce.
 Its mission - to demand “role model”
stars to take their vows seriously, so
their fans would too!
 Naturally the campaign was covert,
with no mention of connection to WE
tv, until a “reveal” after the prank got
national attention, right before the
series premiere!

34. Taking Hollywood and America by
storm with giant billboards
 Our fake society announced its
arrival in a dramatic way, with
four huge billboards at high-
traffic locations, right where the
stars live, work and dine.
 Complemented by two buses
which traversed LA, from
Kardashian Land in Encino to
Malibu to Beverly Hills.

36. A website and faux founder to message the
mission  To make the prank credible, and
give reporters plenty of backstory
to craft features, we helped
create an info-rich but decidedly
lo-fi website, helmed by our faux
founder, J. Robert Butler.
 PreventCelebrityDivorce.Org
included details and images of the
billboard campaign, an FAQ on
the organization, facts on divorce
and celebrity divorce, and a video
message from our founder.

37. PR from behind the screen…
 To insure that the media didn’t discover
the connection to WEtv, CPR worked
anonymously to tip off the press, via
fake gmail and Twitter accounts, directly
via Reddit, Facebook and more.
 These anonymous tips got the ball rolling
on a mountain of local and national
press which tried to get to the bottom of
the story including ABC News, Fox News,
LAist/Gothamist, Cosmopolitan
Magazine, Slate, LA Times, etc.
 What also came was interest from shows
like Today and GMA who wanted to
talk to the founder (which the client
declined.)

39. The Big Reveal
 Within 10 days, the campaign
generated worldwide attention, with
more than 250 million media
impressions and millions more via
social media.
 Then we announced via the Society’s
website and with swipes on the
billboards that we were folding the
Society…
 Why? Because its good work was
being carried on by WE tv in its new
series, Marriage Boot Camp: Reality
Stars!

40. Culmination of Kitschy Prank Campaign
Applauded in Biz Media…

41. IFC’s LoCo Awards

42. Honoring the Best & Bizarre in Low-
Budget Local Commercials
 A viral-ready, local focused
promotion for new IFC series, Rhett
& Link: Commercial Kings
 Encourages consumers to upload
and vote for their town’s wacky
kings of local commercials in 9
categories, from Best Jingle and
Tagline to Hammiest Performance
and Golden Turkey
 Great national and local media
hooks, inspiring media to get towns
to vote for their own heroes
 Ideal for social media, viral
dissemination (Twitter, FB)
 Prizes for business and the advert
uploader

43. Launch Generates National Print
and Broadcast Coverage

44. & A Flurry of In-Market Press for
Local Advertising Legends

45. New York Times again

46. Mag Rack’s Guitar Face Search

47. What the heck is Guitar Face???
 A new term CPR coined for a
forward thinking
interactivity/user-generated
content driven contest and
guerilla promotion to generate
broad consumer awareness of
the new Mag Rack VOD service
via its Guitar Xpress offering…
 It’s the bizarre facial condition
generated by the agony and
the ecstasy of guitar playing,
real or air…

48. Promo particulars…
 A national search for the best
amateur guitar face in America,
from mail and online entries and
those captured at Guitar Face
“picture booth” events around the
nation
 To add media appeal, entries
were judged by a panel of 25 top
guitarists like Dick Dale, JJ
“Twisted Sister” French, Roger
McGuinn, Earl “David Bowie”
Slick, rock photogs like Henry
Diltz and Mark Weiss, record
producers/managers like Ted
Templeman (Santana, Clapton,
Van Halen) and Danny Fields
(Iggy Pop and the Ramones)

49. Partner and viral punch
 Partnership with
Gibson/Epiphone Guitar
provided prizes and extra
promotion via music stores
 Celeb and consumer poll
about Guitar Face (the best
pros and most popular
variety) resulted in the
creation of the first-ever
Guitar Face Hall of Fame

50. Guitar Face Photo Booth..
 Provided consumers with a choice of guitars and rocker costumes in
which to pose for contest entry photos
 Utilized both as affiliate events and national and local market TV
segments which enable spokespeople to tell Mag Rack’s benefit of
VOD story…

51. Live in New York and across America…

52. Oddball story angle that generates
meaty results…

53. Front Page… NY Times Arts…

54. Finalist generate big local news…

55. And the winner is…

56. WNYC #SMARTBINGE

57. Co-opt a TV Trend: The Binge
 WNYC is one of America’s premiere
public radio stations, producers of many
top-rated iTunes podcasts like Radiolab
and Freakonomics.
 That station came to Cataldi PR seeking
a cross-platform branding idea that
would further drive its on-demand
digital listenership, in tandem with the
launch of its new Discover Mobile App.
 Our concept? To co-opt the TV trend of
the year, the concept for binge watching,
to highlight the quality content listeners
could take anywhere with WNYC.

58. #smartbinge: hashtag driven
cross-platform buzz
 Smartbinge landing page at
WNYC.com introduces listeners to the
concept and wide on-demand
offerings
 #smartbinge Twitter driven by use
by popular show hosts.
 Supported with aggressive social
media and mobile advertising, on
Facebook, social discovery and
narrow casting, paid search,
advertising on affinity podcasts like
WTF with Marc Maron.
 Traditional publicity targeted to
mobile, media and ad/marketing
press.

60. Phase 2: Playful Videos from Comic Eugene Mirman
 CPR worked to increase
awareness in a series of playful
“how-to” videos from comedian
Eugene Mirman.
 Videos aired on WNYC and
smartbinge websites and also as
on-air spot, on WNYC and affinity
podcast like WTF with Marc
Maron.

61. A binge of smart coverage…

62. Results…
 A 60% increase in mobile listening
 A 25% increase in social activity
 Doubling of unique monthly visitors to WNYC.org
 High-profile press coverage in traditional hard to
target outlets for the station, including mobile
and tech outlets and The New York Times’
Advertising Column

63. AMC’s “House of Horror Sweepstakes”

64. Program Particulars…
 An offbeat two-tiered
national promotion to build
buzz for AMC’s MonsterFest.
 National winner had their
home and Halloween
costumes bumped up to big
screen standards by Academy
Award-winning set designers
and make-up artists behind
Nightmare on Elm Street…

65. & A STAR FOR A DAY…
 And Linda Blair for
Halloween Day… to host
a party for 25 friends and
open the door to greet
their Trick-Or-Treaters
 150+ affiliates participate
in local promotions
providing pro make-over
and limo for Halloween
Trick-or-Treating

66. Aggressive Multilayered Support…
 National and affiliate TV
spots
 Dedicated sub-site at
amc.tv
 Partnership/presence at
Loew’s Theater chain
 Coast-to-coast radio
promos
 Multiple waves of PR –
launch, finalists & …

67. 5-Day publicity blitz
 CPR turned the $150k, 5-
day “ranch home to
monster mansion” into an
on-going local and
national news story
 Daily coverage by traffic
helicopters picked up by
network affiliates
 On-going print and radio
 5,000 on-site visitors

68. National press…
 VNR & SMT with Linda
Blair including time-lapse
video of transformation
of home & winners.
 Interviews & live satellite
appearance of TODAY,
CBS Morning News, ET,
etc.
 National print reach via
AP and other syndicates

69. Front page news…

70. Monster Success…
 Became AMC’s most-
watched MonsterFest to
date…
 Central to making
MonsterFest the tentpole
annual promotion for the
network

71. AMC MonsterFest
Zombie Invasion of NYC

72. Quick Stunt = Big National Press
 A photo-op spectacular staged on the streets of
NYC to support broadcast press campaign for
AMC MonsterFest 2005
 50 professional actors dressed as zombies “march
across” the Brooklyn Bridge to “invade” NYC
 Also hit other high-visibility NYC venues, Times
Square and Penn Station

73. Big Frights…

74. And more good pics…

75. Equals Big Press!
 Print coverage including AP Photo, Newsday,
AM NY, NY Daily News and many more…
 Live broadcast coverage by news helicopters of
local morning shows Good Day NY, WB 11
Morning News, along with national coverage via
CNN, ABC Network, Fox News and more…
 Appearance on two installments of NBC TODAY!

76. Monsters on TV

77. TBS Daisy Does America…

78. Flower Power Promotion…
 A four-part promo blitz utilizing “daisies” as an
icon to build awareness for this new TBS reality-
comedy series
 To limit cost, expand scope and ease execution,
CPR brought TBS together with another of our
client, 1 800 FLOWERS

79. Step 1 – Petal Pushers Take NYC
 An offbeat campaign that put
roving brand ambassadors on
pedal bikes to hype the show
 Hand-out of free daisies
wrapped packaged with
tune-in card and off-priced
daisy offer from 1 800 Flowers
 Week-long campaign
targeted consumers, media
buyers and press

80. Step 2 – Daisy Window In Soho
 Create buzz and press
coverage with “art
advertising” in a shop
window in Soho during
the busy holiday season
 Alterna-marketing tactic
generate media in much-
read ad and cable trades
and local consumer press

81. More bikes and window shopping…

82. Step 3 & 4 – Door Drops & Online
 Daisy On Your Doorstep put fresh daisies and a
tune-in on the doorknobs of 200,000+ likely
viewers in seven cities…
 Daisy Online Sweepstakes gave viewers the
chance to win daily bouquets and a grand prize
of “A Year of Free Flowers” from 1 800 FLOWERS

83. Mag Rack TV
“America’s Most Outrageous
Bird Contest”

84. Freaky Flyers Give Wings to
Kitschy Network Promo…
 An offbeat contest designed to create
traditional and viral publicity to
promote this network’s series, “The Pet
Shop with Mark Morrone”
 Inspired bird owners to cast the media
spotlight on their favorite flyer by
uploading “outrageous” videos of
them speaking, singing, performing
tricks etc. to be judged by 13 celebs
and web surfers in “American Idol”
elimination style
 Promoted via a dedicated contest
website which web surfers would
return to weekly to cast votes for their
favorites
 Offered two $1,000 first prizes for
Celebrities’ and Viewers’ Choice

85. Star-Powered Judges…

86. Participate to support their favorite
environmental charities

87. Contest Creates YouTube & National TV Sensation –
AJ The Golf and Basketball Playing Parakeet
 The “Celebrities’ Choice”
winner was A.J. – a parakeet
who could play basketball,
sink a putt, bowl, do yoga and
much more…
 His branded contest entry,
placed on YouTube by CPR,
became the most popular
video on the site for a two
week period, attracting more
than 10 million views…

88. Print PR blitz…
 Our feathered brand
ambassador and contest
winner was the subject of
1,000 of print features
including Associated Press,
USA Today and The New York
Times, content syndicated to
over 450,000 websites
worldwide…
 But the best was yet to come…

89. 20 National TV Appearances: GMA (2x), Martha Stewart,
Fox & Friends, Inside Edition, ET, CNN, Dateline NBC & More

90. And, naturally, Letterman’s Stupid Pet
Tricks…

91. AJ says… Good Morning America

92. Results…
 Mag Rack TV’s website received a 1,000 % spike
in traffic…
 Viewership of “The Pet Shop” increased by
400%...
 A.J. became a motivational ambassador for Mag
Rack making appearances in schools as a part of
the company’s “Power to Learn” initiative…
 The campaign earned two PRSA Bronze Anvils
and The Beacon Award, the top honor in cable
TV marketing

93. The World’s Largest Xmas Tree… Made
Out of Cannolis!
 An inexpensive offbeat visual
stunt, ready made for holiday
TV coverage, to promote the
early December ’07 premiere
of “Steve Schirripa’s Hungry,”
a new Italian cooking series on
Lifeskool TV…
 CPR enlisted the famed
Veniero’s Bakery to provide
5,000 cannolis at cost – a
budget of less than $5,000 for
the total promotion

94. A sweet and media worthy stunt…
 CPR created the gambit to
attract crowds to Il Cortile
Restaurant in Little Italy to get a
sneak peek of the series
 Visitors could pose for pics with
Steve and get a free mini-cannoli
with a tune-in premium
 Also served as the visual
centerpiece for a launch party
attended by Steve’s Sopranos pals
 Earned a spot in the upcoming
Guinness Book of Records!

95. Cannolis on “Today”…
 Noontime public viewing
attracted hundreds of
curious food lovers and
many NYC TV stations
and dailies
 Steve and the tree also
made an appearance on
“NBC Today” to promote
his new series

96. Party Snaps Go National…

97. Even the NY Times “reluctantly
applauds this clever idea…”

98. TNT “Wanted” Guerilla Campaign

99. Castles Made of Sand…
 Created unique beach stunt over July 4 weekend
in NY & LA – crime-themed, branded sandcastles
by Guinness World Record Holder
 Supported with fly-over advertising, t-shirt
distribution & publicity

100. Offbeat fun was had by all…

101. Media Buyer Street Blitz
 Put the brand in the face
of media buyers in NYC
with a targeted street
poster campaign…
 Hot dog & fruit carts,
hipster bar rest rooms,
phone booths…

102. Babelgum Metropolis Art Prize

103. International Art Video Search Powers Global Image
and Awareness…
 A worldwide search for new video and street art to drive
awareness of Babelgum Metropolis, a new broadband
network dedicated to emerging artists and urban culture
 Press powered by panel of A-list judges with fine art and
broad pop culture cache including Isabella Rossellini, Tate
Modern street art curator Cedar Lewisohn, Scope Art fair
curator Lee Wells, etc
 Offered $30K in prizes in 4 categories and the chance to
win a trip to NYC to see winning videos premiered on
Jumbotrons in Times Square
 Inspired buzz among young hipsters in NYC via partnership
with Time Out NY

104. Buzz building via press and
Twittersphere
 Three-month entry campaign to
build worldwide buzz powered by
art-centric publicity and tweeting
 Included esteemed pubs like Art
In America and Art Daily,
entertainment trades like
Hollywood Reporter, gossip
columns including NY Post “Page
Six”
 Over 700 video art entries from
six continents generating 120,000
views and 50,000 votes. More
than 200 hours of new content
added to Babelgum library

105. Times Square Becomes Video Art Gallery for
An Evening

106. International Winners Head to Post-Event
Press Bash at LeVine Gallery
 Winners from Holland,
Brazil, Italy & US attend
 Post-Screening Bash for
500 at LeVine Gallery
with 3D video art/video
painting by Sweat
Shoppe
 Cover story in New York
Times Metro

107. Spiking Traffic with International Press

108. TNT Rizzoli & Isles
Times Square Screening

109. Advance Screening of What Would Become
TNT’s Most Highly Rated Premiere
 A massive public screening in New York’s Times
Square for TNT’s most anticipated series of 2010
 CPR handled all logistic, event design/layout,
permitting, premiums, security, simulcasts on
other Times Square screens, etc.
 Included screening, branded premiums, roving
street teams and more
 An estimated 100,000 impressions generated in
this, America’s most renowned public space

112. No Budget?
Mag Rack – Opportunistic Surveys