Name: Sarah Siler, VP, Murphy O'Brien Public Relations (Los Angeles)
Placement: The Bachelor, January 23, 2012
Pitch timeline: Five months
Who is your client and what are its media goals?
For this placement we worked with two clients: Canyons Resort, the largest ski and snowboard resort in Utah, and Waldorf Astoria Park City, located at the base of Canyons Resort.
Both are owned by the same company, Talisker, and both had undergone major reinvention projects. They now feature new amenities so the timing was right to drive national coverage above and beyond the travel/destination press.
What made The Bachelor such a good target? What was the focus of your pitch to the show's producers?
The Bachelor averages about 12 million viewers per show, making it the top-rated show in its Monday timeslot and placing it among the top shows for women ages 18 to 60.
We had worked with the show's producers at NZK Productions before, so the familiarity was beneficial. In addition, Ben Flajnik, this season's Bachelor, is very outdoorsy, so the producers really responded positively to the idea of using Park City, Utah, as a location for an episode.
Were there any major logistical challenges in hosting the show?
One challenge was timing as both the Waldorf Astoria Park City and Canyons Resort are very busy during ski season. But in this case, the show wanted to shoot in October, between the winter and summer peak tourist seasons. We also provided key messages and preferred shoot locations and left it up to the producers to decide how to work those in.
What was the hit's impact?
The episode ran January 23 and was covered by hundreds of entertainment outlets, with many of those including mentions of our clients. It also aired while the Sundance Film Festival was happening in Park City, so Ben came out to promote the show during the festival and appeared on the entertainment TV show Extra, generating even more exposure.
Both clients were pleased, with Talisker CMO Linda Warren noting, "The Bachelor gave us national exposure that has put Canyons Resort on the radar as a top ski resort in North America as well as a year-round destination. Our partners at Murphy O'Brien were key in making this happen."