![]() ![]() Then, with the help of ABC's publicity team (the network aired the show), Edelman began focusing efforts on the press. "In all pre-parade interviews, he mentioned that he was going to be on the Dinotopia float."Īt the same time, Edelman began a website and online campaign with paid placements that made Dinotopia the first site that appeared on search engines when about two-dozen dinosaur-related words were entered as search terms. "We got in touch with Joey's manager and gave him some key messages about Dinotopia," says Klein. ![]() Joey McIntyre, the youngest member of '80s boy band New Kids on the Block, was the featured singer on the float, and did many pre-event interviews. That allowed Edelman to reach various audiences with broad tactics in some areas, and specific targets in others.Įdelman's first effort centered on the Macy's Thanksgiving Day Parade, where Hallmark sponsored a float. The audience was very broad - "anyone from ages two to 99," says Klein. With their long lead-time, Klein and her team quickly saw multiple avenues to build excitement. "The main objective was to drive viewership," but she adds that Hallmark also hoped to create a Dinotopia franchise that could lead to other brand opportunities.Įdelman was hired months in advance of the show's May premiere in order to build buzz. " Dinotopia was Hallmark's biggest production to date," explains Edelman senior account supervisor Bridget Klein, who helped handle promotions. ![]() But it outdid itself with Dinotopia - a computer-graphics-intensive movie about dinosaurs and humans interacting. Hallmark is known for producing epic miniseries such as last year's Merlin and Gulliver's Travels. PR Team: Edelman (New York) and Hallmark Entertainment (New York) Campaign: Dinotopia Time Frame: November 2001- May 2002 Budget: $82,000 ![]()
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