United States

2019

BAFTA Tea Party

Entrant Company

Rogers & Cowan

Category

Strategic Program

Client's Name

British Academy of Film and Television Arts Los Angeles

Sub-Category

PR Campaign

The BAFTA Tea Party is a staple fixture in the Los Angeles awards season calendar, welcoming nominees, members and guests for a uniquely elegant gathering. The party has a long tradition of recognizing the very best film-making talent and is hugely popular with nominees seeking a respite from the hectic and demanding Awards season. Rogers & Cowan was tasked to position the BAFTA Tea Party as a leading, must-attend event during the extremely competitive Golden Globes weekend and effectively generate increased awareness for BAFTA Los Angeles and the Tea Party across the trade,entertainment, and lifestyle industries, securing international media coverage. We strategically selected key journalists to gain inside access to the event, targeting business, trade and entertainment outlets to ensure strong press coverage. Prior to and following the event, we pursued national mainstream entertainment and regional media to secure placements, calendar listings, photos, and b-roll inclusions to run across all mediums including print, digital, social, and broadcast platforms. In addition to media coverage, we secured Heineken and CineFocus as event sponsors and managed on site. To assist with sponsor needs at the event, we staged and captured necessary photo opportunities, helping wrangle talent like Emma Stone, Olivia Colman, and Rachel Weisz for impromptu group photos on-site, successfully securing worldwide media coverage. As a result, our PR campaign garnered 2.6 billion media impressions with an ad value of $23.3 million as well as 200+ online media placements. Significant press coverage in top-tier outlets included the Los Angeles Times, VOGUE, ELLE, Harper's Bazaar, People, Variety, Deadline, Entertainment Tonight, Access Hollywood, and more.


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