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APA NYL Entertainment Marketing Presentation
- 2. Industry leader for 50+ years Entertainment agency with award-winning clients across all platforms Offices and 115+ agents in Beverly Hills, New York, Nashville and London
- 3. 3 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.
- 4. 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 4 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.
- 5. 5 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 FESTIVAL ACTIVATIONS PREMIUM ACCESS TV SHOWS CONCERT TOURING TALENT PROCUREMENT
- 6. 6PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA. MARKETING OBJECTIVES APA partners with projects that share our clients marketing objectives
- 7. 7PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA. Paddington A 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 + =
- 8. 8PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA. Telluride Film Festival A highly prestigious event considered one of the worlds best 鍖lm festivals, Telluride is an expertly programmed showcase designed for sophisticated viewers Breadwinners Heads of households Af鍖uent HHI: 37% > $200K 54% age 45-64 Educated Telluride audience = NYL target market + OR
- 9. 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
- 10. 1PROPRIETARY 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
- 11. 1PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA. CONVERSATION STARTER Were a proud partner of
- 12. 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
- 13. Many other agencies will require their clients to engage in traditional pay-to-play partnerships 13 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 Overnight New York Life is a proud partner of in theaters TBD, 2015 Overnig ht TAG PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA. COST EFFECTIVE We utilize our clients already existing promotional assets HOWEVER
- 14. 14 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
- 15. 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 Baseballs 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
- 16. 16 mi ni mal hard cost s combi ned wi t h i n- ki nd cont ri but i ons del i ver resul t s LEADS GENERATED MARKETING OBJECTIVES REACHED COST-EFFECTIVE PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
- 17. 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 17 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 with The 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.
- 18. APA has all the tools of the entertainment industry on-hand 18 WHY APA CONNECTED CONTENT CREATORS DISTRIBUTION VENUES PARTNERS REPRESENTATION TALENT PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
- 19. 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
- 20. WHY APA BRAND PORTFOLIO 20 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 industrys 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 worlds 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. APAs intimate corporate client list consists of best-in-class premium brands, like-minded to New York Life
- 21. from THANK YOU
- 22. 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 Robinsons 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 22 Marriott International is using the release of the new film 42, about Jackie Robinson breaking Major League Baseballs 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 OBJECTIVES 364 MILLION IMPRESSIONS $18 MILLION VALUE SALES LEADS PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
- 23. HARD COSTS = MARKETING OBJECTIVES 130 MILLION IMPRESSIONS $2.6 MILLION VALUE 4 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 23 The Cast of August: Osage County En Route to the Toronto International Film Festival PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.
Editor's Notes
- #4: APA entertainment marketing is a 3 pronged attack: We choose projects that share our clients marketing objectives, generate sales leads, and are extremely cost-effective
- #8: We selectprojects that will make our clients proud partnersPaddington (live action movie with an animated bear):In theaters Dec 12, 2014From the producers of Harry PotterStarring: Nicole Kidman, Colin Firth (the kings speech) voices Paddington
- #9: There are hundreds of film festivals every year, through our knowledge of the industry, APA picks those that mirror our clients target market and marketing objectives41st Telluride film festival: August 29-September 1, 2014
- #10: Our clients sales teams attend these qualified events as partners, becausethey are proud of partnerships with projects that share their brand valuesThrough APAs longstanding relationships with entertainment industry decision makers, we identify which events will have large amounts of qualified sales prospects
- #12: APA provides conversation starters through meticulously arranged partnerships with projects that fit within New York Lifes marketing objectivesNot only are we aligning the brand with films that have a message NYL is proud of, we are providing that conversation starter
- #13: Our close relationships with entertainment industry decision makers (studio executives or festival directors) ensure we choose events that have a high concentration of qualified sales prospectsWe are also able to invite individuals which our clients sales teams are targeting (e.g. we can entertain already existing prospects at red carpets/festivals)Whether NYL is at a table at a movies gala event, or at an after-party, we ensure our clients sales teams are generating leads by appropriate introductions that point out NYL is a partner of the project
- #14: traditional pay-to-play partnerships; i.e., brands pay large amounts of cash to have brand presence in a film or at events like product placement, or sponsorships of film festivalsWe utilizes our clients already existing promotional assets and studios and networks consider these equivalent to paying cashwhen used to promote a film. In turn our brands receiving the benefits of the most expensive pay-to-play partnershipsBrand integrationsBranding via studio channelsBranded presence at eventsPress coveragePromotional assetsAbove-the-lineTV commercialsPrint adsRadio adsDigital adsBillboardsBelow-the-lineDirect mailEmail listsCorporate websiteSocial media channelsPress releasesCorporate partnersEmployee channelsNewest Superman movie (Man of Steel) featured $160 million of product placement
- #16: Our promotional campaign with Marriott and the film 42 generated 364 million unique impressions via: press coverage of the campaign, Marriotts logo on the press wall at film premiere, social media sweepstakes, custom-made trailers in almost every Marriott hotel room in North America
- #17: These arent strict media-buys, these are partnerships with like-minded movies and lead generating eventsMARKETING OBJECTIVES REACHED VIABrand integrations into like-minded filmsBranding through film and studio channelsCustom-built branded events with massive press coverageRights to license films for promotional purposesLEADS GENERATED VIAPlanned and organic introductions to qualified prospects at:PremieresReceptions After-partiesPrivate screenings
- #18: In addition to the case studies youve seen already, APA has a proven track record
- #19: APA has all the tools and long-standing connections of the entertainment industry on hand for our clientsTALENT, Directors, Producers, Writers,Actors, Musicians,ComediansCONTENT CREATORS, Studios,Networks, Production Companies, Record LabelsVENUES, Festivals, Theatres, Clubs, Arenas, Awards ShowsREPRESENTATION, Agents, Managers, Publicists, Attorneys PARTNERS,Public Relations & Communications, Advertising Agencies, ConsultantsDISTRIBUTION, Film, Television, Digital, Publishing