PR WEEK AWARDS 2001: Campaign - Arts & Entertainment Campaign of the Year 2001. Sponsored by North American Precis Syndicate




Edelman with Experience Music Project - Experience Music Project

No one, music fan or not, could have failed to notice the launch of a new Seattle museum designed by renowned architect Frank Gehry, funded by Microsoft co-founder Paul Allen and opened by a host of rock celebrities.

While there was a natural groundswell of interest in the museum - the Experience Music Project (EMP) - Edelman Worldwide Public Relations still had to fight the perception that it was just another hall of fame or shrine to Seattle native Jimi Hendrix.

Edelman pulled in team members from New York, the UK, Germany, Japan and Australia (some of Seattle's biggest overseas tourist markets) and set about defining Paul Allen's vision for EMP - that of a futuristic center encouraging innovation in the world of music.

The team started work in September 1999 and kept the spotlight on the project until its opening in June 2000. Tactics included creating a news bureau to serve local, national and international markets, and a series of regularly scheduled announcements on the status of EMP.

While the project was still in the construction stage, Edelman brought in journalists to witness its interactive technology. The museum also includes exhibits that encourage visitors to learn how to play musical instruments.

When EMP finally opened, Edelman managed credentialing for all the weekend activities, and coordinated the schedules of 500 members of the international media and EMP's time-pressed executives. Edelman also produced and distributed electronic press kits and VNRs on national satellite feeds, and arranged interviews for artists such as Eurythmics, Beck and Alanis Morissette, who played the opening.

The PRWeek Awards judges were impressed by the phenomenal coverage the project garnered from all manner of media outlets. Music writers, travel writers and the architectural press all closely covered the EMP. The museum not only gained mentions in top-tier US media - such as The New York Times, The Wall Street Journal, Time and Newsweek - but attracted the interest of newspapers from Ireland and Germany to Australia.

Edelman also reached beyond the mainstream media to generate interest from a broad range of niche titles such as Smithsonian magazine, Town & Country and British Airways magazine. The EMP even turned up on The Late Late Show with Craig Kilborn on CBS.

Edelman also exceeded its museum membership target of 10,000 by 50%.


Baker:Winokur:Ryder with Yahoo! Internet Life - Yahoo! Internet Life Online Film Festival

Baker/Winokur/Ryder (B/W/R) showed it could draw on its contacts to entice top-tier talent to the inaugural Yahoo! Internet Life Online Film Festival. Speakers at the Oscar week festival were Hollywood heavyweights Jeffrey Katzenberg, Peter Guber and Ron Howard. Challenges for B/W/R included dealing with the relatively unfamiliar dot-com community and the fact that client Yahoo! Internet Life magazine had never done anything on this scale before. The agency researched whether there were enough online films to warrant a festival, and the best dates for holding it.The festival garnered coverage in Variety and The Hollywood Reporter, but best of all it attracted three times the expected 600 attendees.


Twentieth Century Fox Film Publicity Team - 'X-Men' Movie Publicity

Although the X-Men comic books already had a core fan base, the Twentieth Century Fox Film publicity team needed to raise greater mass market interest in order to drive box office results for the X-Men movie, released in July 2000. PRWeek Award judges praised the publicity team's innovative 'Mutant Watch' campaign, which assumed that the X-Men and other film characters were real. The team's two web sites attracted more than 500 million hits, and NBC's Today covered the campaign's 'anti-mutant' rallies. Fox said its publicity resulted in 33 national magazine covers and attracted 780 minutes of national TV coverage, which helped translate to a box office opening weekend of dollars 54.5 million.

Winner 2000: New Line Cinema's 'Austin Powers: The Spy Who Shagged Me' broke with conventional film marketing

The Award

The award recognizes achievement in promoting events and individual celebrities in the arts and entertainment world.

Finalists 2001

- Baker:Winokur:Ryder with Yahoo! Internet Life - Yahoo! Internet Life Online Film Festival

- Hill & Knowlton - Walt Disney Concert Hall

- Edelman with Experience Music Project - Experience Music Project

- The Kreisberg Group with Sara Lee Corporation - 'Monet to Moore: The Millennium Gift of Sara Lee Corporation'

- Twentieth Century Fox Film Publicity Team - 'X-Men' Movie Publicity


North American Precis Syndicate is proud to be a participating sponsor of the 2001 PRWeek Awards. We have been in business since 1958 and are a leader in the field of distributing publicity releases, which generate a tremendous amount of additional media placements for our more than 900 accounts. We are pleased to be associated with leaders in their chosen categories and we salute all the winners in this year's awards program.

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