ATLANTA: Grey Global's Atlanta Group has proposed a public relations and marketing campaign that brings together two flagging media industries in hopes that each can give the other a boost.
Grey's Atlanta office, an integrated outfit that includes Grey Advertising and GCI Group, is partnering with music recording firm Emerald Entertainment for the venture. It will provide corporate clients with original footage of music acts for use on their websites.
The plan is being announced at a time when the music industry is coming off its worst year in a decade, and marketing professionals are finding it difficult to increase traffic to the plethora of consumer-oriented websites that sprang up in the late 1990s.
Grey is positioning the campaign, which it calls "Diamonds in the Rough, as a prime opportunity for corporate clients to drive new traffic to their websites, while providing music acts a forum that allows them to reach widespread audiences at a time when the struggling music industry has less money to spend on promoting its talent.
"Under the program, you may have a car dealership sponsor a concert at one of its locations, and then broadcast the concert on its website," said Kristen Smith, a spokeswoman for Grey. "We are planning to tailor the acts to the sponsors, matching the demographics."