Return to Case Studies
WINNER – PRSA-LA PRism Award
“Best Corporate Communications”
“Best Nonprofit Campaign”
WINNER – SABRE Award of Excellence“
“Best Entertainment Campaign”
SITUATION
The Entertainment Industry Development Corporation (EIDC) served as the L.A. region’s one-of-a-kind private, nonprofit film office until a crisis that found its once high-flying president accused of embezzlement and misappropriation of public funds.
Even after reforms that included new leadership and a total restructuring, the film office continued to be referenced in the media as “embattled” and “scandal-ridden.” Negative stories eclipsed news about EIDC’s positive accomplishments and threatened to derail contract renewals with the City of Los Angeles and other local jurisdictions. Public officials who were once eager to ally themselves with EIDC avoided any association. Compounding the PR crisis were jaded local communities that had grown weary of hosting the on-location film and TV production that EIDC helped facilitate.
ExcelPR Group was tasked with shifting media and public attention away from EIDC’s troubled past and helping the world’s largest film office forge a positive new identity.
OBJECTIVES
- Rebuild credibility and raise awareness of EIDC’s internal reforms.
- Position EIDC’s new president as a “go to” expert source on industry-related issues.
- Create a new and distinct brand identity to reflect EIDC’s mission and contribution to sustaining L.A.’s signature industry.
STRATEGY
ExcelPR helped EIDC get beyond the scandal through intensive media relations, thought leadership and rebranding.
To generate positive media coverage, the PR team gathered data and developed stories around the issue of “runaway production” (the exodus of film/TV production from Los Angeles to locales that offer financial incentives). The strategy was to make runaway production a regional economic issue, and position EIDC’s new president as the leading expert.
Another key element of the campaign was to create a new brand identity to replace the tainted, confusing and awkward “Entertainment Industry Development Corporation” moniker. The new brand would have a clear connection to the organization’s purpose, while highlighting its commitment to fighting runaway production.
EXECUTION
Running on an Issue – ExcelPR began using EIDC’s on-location film permit data to generate newsworthy reports on a range of local production activities. This created opportunities to provide expert analysis and fuel the runaway production story on an ongoing basis.
A More Fitting Name – “FilmL.A.” was proposed as the organization’s new name to cleanse and streamline the brand, as well as serve as a declaration that L.A.’s film office was committed to keeping production at home. The new brand was publicized within the broader context of FilmL.A.’s restructuring and efforts to address runaway production.
The new name and move to new downtown headquarters was punctuated with a re-launch party to further establish the FilmL.A. brand. The event had iconic trappings of a Hollywood premier, with roaming searchlights and red carpet arrivals. ExcelPR worked with the office of Los Angeles Mayor Villaraigosa, who used the opportunity to propose new policy initiatives to fight runaway production.
RESULTS
Through its multi-pronged campaign, ExcelPR managed an image transformation that could be measured quantitatively in terms of media coverage, public recognition and online buzz, and qualitatively in terms of political support and improved relations with key constituencies.
Publicity – Previously misunderstood and maligned in the press, FilmL.A. benefited from a steady stream of positive coverage in top-tier outlets including the Los Angeles Times, The New York Times, The Wall Street Journal, major wire services and broadcast news/public affairs programs.
Building Relationships and Improving the Bottom Line – The PR effort transformed the film office’s image within the entertainment industry, local government and the community at-large. FilmL.A. was established as a credible source for information and a leader in the fight against runaway production. The goodwill and positive media coverage appealed to local lawmakers, who for the first time in many years sought to be associated with the film office. All of this paved the way for a lengthy contract renewal with the City of Los Angeles and other local jurisdictions.
