Continental Airlines
Continental AirlinesProblem
The LGBT community travels more and spends more on travel than the mainstream community. Continental Airlines wanted to be known as an LGBT-friendly airline compared to competitors, as well as drive sales in the LGBT community in key hub markets including Cleveland, Houston, and New York.
Strategy/Implementation:
Reverberate! helped build relationships with leading professional organizations in key markets. Partnering with Here Media, Continental Airlines co-sponsored a VIP event for the LGBT community in New York City. Reverberate! helped develop national advertising in LGBT media.
Results:
Continental Airlines, with the help of Reverberate!, strengthened its ROI in the LGBT market through increased OnePass memberships and RewardOne numbers.
Continental Airlines developed goodwill in the LGBT community, increasing awareness and purchase intent.
American Cancer Society
Problem:
With certain cancers disproportionately afflicting the LGBT community, there was low awareness that an issue existed. The American Cancer Society wanted to build bridges with the LGBT community as it was primarily focused on HIV, not cancer.
Strategy/Implementation:
Kicking off with a survey within the LGBT community, Reverberate! demonstrated the low awareness of cancer and established a connection to the community. Reverberate! took the signature ACS event, Relay for Life, and held the first one ever specifically designed for the LGBT community in New York City. Additionally, it held local kickoff events and fundraisers.
The survey results were used to generate local and national press coverage. In addition, Reverberate! promoted the Relay for Life event, generating even more coverage. On social media, Reverberate! created videos of LGBT cancer survivors and sent them to influential bloggers in the community. Reverberate! was able to extend the reach of the media coverage by asking these influencers to repost and share.
Results:
With the help of Reverberate!, the American Cancer Society was able to surpass fundraising goals for the LGBT Relay for Life event by more than 200%. Generating local and national media coverage, the efforts helped increase awareness in the LGBT community of the risk of cancer and where they can go for help. ACS developed goodwill and awareness in the LGBT community opening additional opportunities to roll out more events specifically for the LGBT community.
Leslie+Lohman Museum
Problem:
The organization was founded as a non-profit foundation in 1987 by Charles W. Leslie and Fritz Lohman — supporters of LGBTQ artists for over 30 years. The Leslie+Lohman Art Foundation officially became the world’s first LGBT art museum. The museum had a reputation for erotic art. There was some homophobia within the media and larger news outlets did not cover graphic sexual content. As a result, the museum had minimal press coverage and consumer awareness.
Strategy/Implementation:
Reverberate! worked with Leslie-Lohman’s messaging initially to temper erotic images and language. Focused on NYC media, LGBT media, and art media, Reverberate! helped improve media relations by making announcements about a new Director, major donations, and other news to bolster the legitimacy of the museum. Additionally, Reverberate! orchestrated and hosted a series of media lunches with the new Director to build relationships. Reverberate! also created and built media coverage through the use of social media, e.g. responding to relevant art controversies.
Results:
Reverberate! generated 45+ million impressions with top-tier media coverage including 7 appearances in the New York Times. The museum experienced 20% growth in attendance each year since working with Reverberate! The Stroke exhibition alone had the largest one-day attendance in the Museum’s history (over 200 people), while other shows had long lines to get in.
Embrem Entertainment
Problem:
Embrem Entertainment, an independent film distribution company was launching a gay romantic comedy in New York and Los Angeles knowing it would have limited appeal to mainstream audiences. Additionally, the movie it had less-recognizable stars and was titled “Slutty Summer” creating a challenging promotional situation.
Strategy/Implementation:
Reverberate! positioned the film as a gay version of Sex & the City or Bridget Jones to help give it more of a mainstream appeal. Reverberate! used real-life stories about the actors that emulated the plot of the film to pitch feature stories in mainstream and LGBT media in NYC and LA, and organized and conducted several pre-release events to build momentum and excitement for the film.
Results:
The film garnered over 20 million media impressions, including the New York Times, Los Angeles Times, Reuters, Hollywood Reporter, TV Guide, Sirius Radio, New York Post, Village Voice, Time Out New York, as well as most key local/national gay/lesbian media.
Qtalk
Problem:
Qtalk, a live, monthly LGBT talk/variety show with several hosts and guest performers, had been launched for a year, but had little awareness or traction in the LGBT community. Qtalk’s mission was to foster dialog between the straight and LGBT audiences, so also needed to reach the mainstream audience.
Qtalk turned to Reverberate! with the goal of generating awareness of Qtalk among target media and consumers and building audience numbers.
Strategy/Implementation:
Reverberate! Marketing Communications devised the following strategies to differentiate the show and meet the business objectives:
- Positioned Qtalk as the LGBT version of “The View”
- Engaged Qtalk audiences through social media
- Raised awareness through media relations
- Used connections to bring on higher-level guests and to set up meetings with television networks
Reverberate! conducted outreach to gay/lesbian and mainstream local and national media as well as set up meetings with OurSceneTV, Here Media, and Logo. Through social media, Reverberate! encouraged hosts to engage with the audience through provocative posts on Facebook and Twitter. In addition, to raising awareness and driving new people to Qtalk through social media, Reverberate! held a social media tutorial for producers and hosts of Qtalk.
Reverberate! encouraged producers to elevate level of guests to heighten media interest. A number of high-profile guests attended including Emmy-nominated Leslie Jordan (Will & Grace), GLAAD President, Jarrett Barrios, and Tony-winner Daisy Eagan (My Secret Garden).
Results:
Reverberate! gained coverage for Qtalk in most major gay/lesbian and mainstream print outlets in both NYC and nationally, including the New York Times, Logo, CNN, Time Out New York, the Village Voice, Next Magazine, Instinct Magazine, Gay City News, SiriusXM Radio, Next Magazine, and Gay List Daily. Qtalk was broadcast on OurScene TV and Qtalk host Frantz Hall chosen as one of Instinct Magazine’s 2010 Leading Men. Additionally, over 1,500 fans on Facebook in a short period of time.
Vlada Lounge
Problem:
Vlada Lounge wanted to open an upscale LGBT lounge in New York City targeting an audience of upscale gay men. With no brand awareness and owned by a straight person that was a potential issue, Vlada anticipated high competition with lots of LGBT bars in New York.
Strategy/Implementation:
Reverberate! wanted to position Vlada Lounge as a romantic, arts-oriented upscale gay lounge with top-notch house-made flavored vodkas and provided branding and advertising guidelines consistent with this positioning. Reverberate! held a private grand opening party for VIPs and press to get the word out. In addition to art exhibits and fashion shows, Vlada helf a weekly martini party for professional gay men. Additionally, Reverberate! arranged for gay professional groups to hold monthly mixers at Vlada Lounge.
Reverberate! created a partnership with Broadway Cares/Equity Fights AIDS (BCEFA) and held benefits at Vlada with Broadway stars as well as developed a partnership with GLAAD (Gay & Lesbian Alliance Against Defamation) to drive GLAAD members to Vlada for cocktails.
Results:
Vlada was voted Best Gay Bar by AOL and named Best Vodka Bar by New York Magazine and called One of the Best Gay Bars in the World by Out Magazine. With the local and national coverage, both online and offline, Vlada became a destination spot in New York for upscale gay men and the success enabled the owner to open a Vlada Lounge in Miami.
OutMusic Awards
Problem:
The OutMusic Awards, the LGBT version of the Grammy’s, was in its 7th year, but exposure in the LGBT community, ironically was limited. Media coverage had been minimal due to a lack of connections in the LGBT media. Reverberate! Was brought in at the last minute to fix the situation.
Strategy/Implementation:
Prior to the event, Reverberate! developed a press kit and personally reached out to all LGBT media contacts to announce the 7th Annual OMAs. During the event, Reverberate! handled and organized all on-site media relations and followed up the event by sending video and photo coverage to media, garnering additional coverage.
Reverberate! amplified media coverage by reposting in LGBT social media outlets and extended the reach of media coverage by getting influentials in the community to repost.
Results:
Reverberate! generated unprecedented local and national media coverage – the most coverage “by far” in the history of the OutMusic Awards, according to the CEO.
Rockstarlet
Problem:
Rockstarlet, a debut novel about a gay rock star who was pushed into the closet by his management, was to launch in March, 2006. The gay literature segment has become saturated and competitive over the last few years.
While the author, Stewart Lewis, is also a singer/songwriter, he is not well known, making press coverage more challenging. Reverberate!’s goals included generating awareness of Rockstarlet among target media and consumers as well as motivate consumers to buy/read Rockstarlet.
Strategy/Implementation:
Reverberate! devised the following strategies to differentiate the novel and meet the business objectives. Tell a compelling story by showing how the author has been on a real-life journey, similar to that of the protagonist in the novel. Create news by encouraging the author to start a non-profit foundation called T.R.U.E. (Time for Respect, Understanding and Empathy) to inspire other musicians/celebrities/actors to be true to themselves, so others won’t have to undergo the struggle that the author had. Differentiate the author from other novelists by sending a CD of his music to capture the interest of media. Create a series of sponsored promotional events to build buzz for the novel. Reverberate! wanted to tie in with local professional and community organizations to co-market the events.
Reverberate! was successful book marketing to gay/lesbian audiences, generate widespread local and national press coverage. Additionally, they conducted outreach to gay/lesbian and mainstream local and national media. Execution of the campaign included developing key messages that differentiate the film, creating a press kit with fact sheets, bios, Q&As with the author, etc., creating a website for T.R.U.E. – the non-profit foundation, and sending out invitation letters to gay/lesbian celebrities/musicians/actors to join T.R.U.E.. Additionally, Reveberate! conducted media training.
Through media outreach, Reverberate! distributed press kits, galleys, and CDs as well as developed and pitched feature stories based on the author’s inspiring real-life story and his desire to help others though his non-profit organization. While creating local events to promote the novel with panel discussions, readings, and musical performances, Reverberate! partnered with local gay professional groups to market the events.
Results:
Coverage in all major national gay/lesbian media print outlets, including Instinct Magazine, Out Magazine, the Advocate, Genre Magazine, Envy Man Magazine, Scene Magazine. National television coverage on CBS News on Logo and two talk shows on QTelevision. Coverage on national gay/lesbian and mainstream internet sites, including Gay.com, Planet Out.com, queerty.com, towleroad.com
National radio coverage in gay/lesbian media, including Sirius Radio OutQ. Local print coverage in gay publications, including HX, NeXT, Gay City News, Bay Area Reporter, Bay Windows, In Newsweekly. Over 10 million print and broadcast media impressions were generated.