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Posts Tagged ‘Robert Redford’

12 Ways for Seasonal Brands to Stay on Consumers’ Radar

“Out of sight, out of mind” need not apply to brands that are seasonal, annual or under renovation. Multiple marketing options, beyond having a social media or mobile presence, allow for destinations, museums, hotels, TV series, film festivals and sporting events to remain relevant throughout the year.

We’ve gathered twelve methods across categories to show how selected brands remain in public view. While these are similar to initiatives that year-round brands use, they often require more resourcefulness and additional resources.

     Make your presence known

1. Events: Offering a rich history, scenic countryside and famous golf courses, Scotland is a popular destination. During off-season April, Scotland hosts Tartan Week in New York. Festivities include a parade with Scots (and Scottish terriers) in kilts, and a trendy plaid fashion show.

2. Pop-up/temporary exhibits: Amsterdam’s Van Gogh Museum closed temporarily for an upgrade and will re-open this spring. Meanwhile, museum-goers can view the Dutch painter’s works at Amsterdam’s Hermitage museum.

     Get the word out

3. Generate buzz: Last year when New York’s legendary Waldorf Astoria was under construction, the hotel created an amnesty program  where prior guests were encouraged to return items they’d “borrowed” during their stays to showcase in the lobby. The program was intended to feed the hotel’s social media platforms and appeal to younger guests.

4. Sharing expertise: New York’s Cooper-Hewitt National Design Museum is currently closed during renovations. To draw designers’ notice, their acting director and curators started a blog. Called Object of the Day, it features graphic design items from the museum’s collection.

     Brand extensions

5. New location spin-offs: In 2002 Tribeca Film Festival launched to revive downtown New York after 9/11’s terrorist attack. The brand expanded its universe in 2010 by adding a Doha, Qatar location. In 2012 Sundance Film Festival introduced a London edition.

6. Counter-seasonal additions: Marketers learned about these brand extensions from the ski industry. Years ago Aspen was known just for snow sports. Ever since Aspen’s Food & Wine Classic was introduced, the town is also recognized for summertime culinary fare. Countless brands have copied this concept.

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RIP Lois Smith, ‘Publicist to the Stars’

The lights of Broadway shine a little less brightly today after the death of Lois Smith, a star publicist colloquially known as “Earth Mother” whose “strong, steady hands” helped shape the careers of some of the 20th century’s biggest names on stage and screen.

Smith died of a brain hemorrhage after falling down a staircase in Maine; Cindi Berger, current CEO of PMK*BNC—a company originally started by Smith—confirmed her passing on Sunday. She was 85. A very brief list of former clients gives you some idea about the extent of her influence:

  • Marilyn Monroe
  • Robert Redford
  • Meryl Streep
  • Martin Scorsese
  • Warren Beatty
  • Whitney Houston

Lois Smith was a trailblazer who brought big changes to a business dominated by men. In 1969, she co-founded the all-star PR agency PickWick, which later merged with Maslansky/Koenigsberg and then joined BNC in 2009 to form the firm that we know today as PMK*BNC. Between those two dates, she had a hand in organizing and promoting some of the biggest movies ever made; in short, she all but created the modern-day entertainment PR industry.

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Longtime PR Maven Lois Smith On Real Time Web: ‘I’m So Glad I’m Not Doing Publicity Now’

Boston University newspaper BU Today profiled retired celebrity publicist Lois Smith in an interview published today. Smith’s career includes work with A-listers Robert Redford, Meryl Streep, Whitney Houston and Martin Scorsese.

She also launched legendary Hollywood firm PMK/HBH with Pat Kingsley. PMK recently experienced a shake-out in conjunction with its merger with agency BNC.

Smith tells the paper that she’s happy to be out of the PR game:

With Web sites like Perez Hilton, and Twitter and more gossip magazines than ever, how do you think things have changed for a publicist?

Oh please – I’m so glad I’m not doing publicity now. Between celebrity magazines and Web sites, there’s so much out there to be filled up, so much information that has to be put out there simply because those publications exist. First of all, whatever you’re pushing, it becomes a story 30 seconds after you put it out there. I don’t care about hearing so much information minute by minute. People are desperate to fill the space they’ve got; they’ll print anything, go with anything, pursue rumors, and even create them. It’s not what I call publicity.

Read the full interview here.

[Via: Romenesko]