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Case Studies #1: Healthcare
| Client: |
Pharmaceutical company |
| Challenge: |
To reach college-age women about their birth control product. |
| Auritt Solution: |
Auritt recommends producing a remote satellite media tour during Spring Break. We identify a location at a popular beachfront club in Panama City, Florida, shoot b-roll footage of college kids frolicking on the beach and record their views on safe sex. In the 30 satellite interviews that are sent out to TV stations throughout the country, the MD spokesperson provides frank advice to young people on how to be safe during Spring Break. |
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| Client: |
Non-profit public health organization |
| Challenge: |
To maximize a client’s budget by producing an impactful Video News Release. |
| Auritt Solution: |
Since the client can only afford to produce one initiative, Auritt proposes that they create a script that can be updated simply, with very little production constraints. The resulting Video News Release is met with such success that the client decides to distribute the same VNR twice during the calendar year, thereby increasing its reach and total usage. |
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Case Studies #2: Entertainment
| Clients: |
Lance Armstrong, Charles Barkley, Valerie Bertinelli, Jimmy Buffet, Gisele Bundchen, First Lady Laura Bush and First Daughter Jenna Bush, President Jimmy Carter, Roseanne Cash, Tom Clancy, Dick Clark, David Crosby, Jamie Lee Curtis, Whoopi Goldberg, Tony Hawk, T.D. Jakes, Naomi Judd, Judge Judy, Chaka Kahn, Larry King, Patti LaBelle, Susan Lucci, Shirley MacLaine, John McEnroe, Isaac Mizrahi, Alanis Morissette, Chris Matthews, Paul McCartney, Leonard Nimoy, Marie Osmond, Rosie O’Donnell, Tyler Perry, Regis Philbin, Phylicia Rashad, Al Roker, Diane Sawyer, Jane Seymour, William Shatner, Brooke Shields, Slash, Suzanne Somers, Britney Spears, Martha Stewart, Meryl Streep, Elizabeth Taylor, Twyla Tharp, Marlo Thomas and Lee Ann Womack, among many, many others. |
| Challenge: |
To promote their respective projects—books, TV programs, DVDs, CDs--and their celebrity personas in the best possible light. |
| Auritt Solution: |
Auritt producers have worked with so many celebrities over the courses of our television careers that these dealings are almost like second nature. That’s why well-known personalities love collaborating with us—and continually request Auritt when it comes to promoting their projects. |
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Case Studies #3: Food
| Client: |
Food Network |
| Challenge: |
To enable the network’s busiest celebrity chef to promote her books in between her Food Network and other TV commitments. |
| Auritt Solution: |
To accommodate Rachel Ray’s busy schedule, Auritt supplies TV news stations, via satellite, with book signing locations, so that fans can see Rachel on their morning news in a satellite interview and then have their books signed by the chef later that day. |
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| Client: |
Food Network |
| Challenge: |
To work against unyielding weather forces—a storm!—to produce impactful B-roll coverage of Food Network’s annual “Memphis in May BBQ Festival.” |
| Auritt Solution: |
Recognizing that “the show must go on,” Auritt thinks fast and decides to turn the standard B-roll, behind the scenes story into a natural weather story, given that the “Memphis in May BBQ Festival” is hosted by Al Roker. The impactful coverage puts an entertaining spin on unfortunate weather conditions by featuring the “Today” show weatherman getting caught without his umbrella! |
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Case Studies #4: Publishing
| Client: |
E-encyclopedia: Book and Internet Children’s Encyclopedia |
| Challenge: |
To help the client get an early jump on the back-to-school promotion rush. |
| Auritt Solution: |
Not only does Auritt get an early jump on the school season, but we conduct targeted distribution of the E-encyclopedia Video News Release with a provocative angle: How parents can keep their children on “safe” internet sites so they get “Dinosaurs,” not “Dina Soars!” As a result, the E-encyclopedia project garners a 1.25 million audience—and counting—with 11.34 million households and 21 airings. |
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| Client: |
Kaplan/SAT |
| Challenge: |
To take a straightforward news story and make it timely, thereby garnering great news coverage. |
| Auritt Solution: |
We decide to blend a not-so-newsworthy topic—Kaplan’s latest edition of its SAT book—with a piece of provocative, timely information by producing a Satellite Media Tour with Kaplan’s VP on the day that a new SAT format is announced. Our coverage of the VP discussing the changes and referencing Kaplan’s latest guide garners great markets on the morning newscasts in great markets. |
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| Client: |
SuperFoods |
| Challenge: |
To create new momentum in August for a book published in January. |
| Auritt Solution: |
We produce a dynamic co-op satellite TV tour for the publisher focusing on August’s Eye Health Month, as the book’s author is a noted ophthalmologist. As a result, the tour does phenomenally well, attracting great sponsors and news coverage. |
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Case Studies #5: Sports
| Client: |
National Basketball Association (NBA) |
| Challenge: |
NBA All-Star player and announcer Bill Walton had little time in his busy schedule to promote the new basketball book – Ultimate Basketball. |
| Auritt Solution: |
We decided to conduct the tour at the NBA Store on Fifth Avenue in Manhattan, where Mr. Walton was previously scheduled for a book signing. Our strategy was for Mr. Walton to first conduct interviews via satellite with approximately 20 stations across the country in a three-hour period and then he’d immediately conduct his book signing. We handled the logistics of setting up the tour in the middle of the bustling NBA Store with many of his fans on hand. Every interview went smoothly and the TV stations, Mr. Walton and the book publisher were extremely satisfied with the end result. |
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| Client: |
Accelerade |
| Challenge: |
To conduct an Integrated Media Tour with television, radio and web coverage publicizing the Ultra Marathon Man as he attempted to break a world record running for 24 hours on a treadmill suspended above Times Square NYC. |
| Auritt Solution: |
The Auritt team created several angles to cover the event without interfering with the challenge by providing television and radio stations the opportunity to interview Dean while he ran on the treadmill. B-roll was also created from the 24-hour event and distributed virally online as well as packaged for video pre-rolls on news websites. |
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Case Studies #6: Consumer
| Client: |
General Mills for Betty Crocker |
| Challenge: |
To expand the Fortune 500 brand and establish it as a source for lifestyle tips. |
| Auritt Solution: |
To enforce Betty Crocker’s authority as a reliable source for lifestyle tips, Auritt creates ongoing Radio Media Tours, each of which relate to the season, a holiday or some other timely news hook. During the RMTs, “E-spokes-experts”—filled with fabulous lifestyle ideas—appear as authorities on everything from the best Halloween parties to living room picnics on a rainy summer day. In addition, the company Web site carries recipes and tips that correspond with the re-branding. |
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Case Studies #7: Business
| Client: |
MDRT, a trade business organization for those in the know |
| Challenge: |
To inform the wider public about an extremely useful business service. |
| Auritt Solution: |
We recognize that the best way to get MDRT’s name out is to establish it as a source of practical financial information for the consumer-at-large. Then, we creatively craft stories for a series of Radio Media Tours using this practical, insider information. As a result, MDRT becomes a known commodity and their Web site hits increase ten-fold. |
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