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nickelodeon 2008 upfront

nickelodeon 2008 upfront Wanting to capitalize on the momentum of new initiatives that included the grand opening of a new theme park, cruise line and hotel while continuing to maintain the high standard of its television network, Nickelodeon partnered with Broadstreet to develop a communication strategy to design and deliver its 2008 Upfront presentation. Broadstreet was the first company Nickelodeon entrusted with the entire event for its audience of media buyers and advertisers, and in so doing, afforded themselves much-needed breathing room to focus on the other marketing and communication projects associated with new ventures. The event combined focused, on-brand messages with a blend of kid-friendly spectacle designed to dazzle and engage the crowd. A giant, 90-foot screen filled the stage of the Hammerstein Ballroom in New York City, providing the audience a preview of new programming along with interactive dancing and a live musical performance by Natasha Bedingfield. Nick executives delivered key messages, while A-list Nick talent and celebrities such as Amy Poehler and Christopher Meloni kept the crowd informed and entertained. Following the successful event and positive press, Nickelodeon continues to turn to Broadstreet for all its critical marketing and communication needs, from M. Night Shyamalan’s Last Airbender press announcement to speechwriting and media coaching for its C-suite executives.

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espn upfronts 2008

espn upfronts 2008

Broadstreet Brings SportsCenter to Broadway for its 2008 Upfront

For its 2008 Upfront presentation, ESPN turned to Broadstreet for the second year in a row to design and deliver the most important communication event for its Customer Marketing and Sales organization. After producing a musical for the 2007 upfront, Broadstreet turned to ESPN’s most brand-centric, internationally recognized property, SportsCenter. In the words of George Bodenheimer, Co-Chairman, Disney Media Networks, President, ESPN, Inc. and ABC Sports, “SportsCenter best represents the ESPN brand and is central to all that we do.” Entrusted with the heart of ESPN’s brand, Broadstreet created and produced SportsCenter: Upfront Edition, a live version of the popular program, aimed to resonate with both sports fans and “ad fans.” At the Nokia Theatre in New York City, Broadstreet recreated the SportsCenter studio, complete with signature graphics and HD video. An original script was developed to communicate the new programming opportunities for advertisers in SportsCenter fashion— chocked with stats, commentary and highlights, all moving at top speed — to the delight of the most crackberry-addicted, Attention-Deficit-Disordered attendee. Hosted by real-life SportsCenter anchors Steve Levy and Scott Van Pelt, the show featured traditional SportsCenter devices such as “Fact or Fiction,” in-depth interviews with ESPN executives, and exciting highlight videos previewing what to expect from ESPN—all peppered with the kind of self-deprecating irreverence only Levy and Van Pelt could contribute. The result for attendees was a fast-paced dive into the programming and platform pool at ESPN. Viewers enjoyed a truly branded experience that propelled them into the media and the message. ESPN was able to use its flagship program in a unique way to reach advertisers and media buyers. This exceptional experience created a breakthrough for ESPN, allowing its most important customers to take a fresh look at the opportunities available for their brands. After the event, Bruce Jackson, ESPN’s Vice President, Marketing Services commented, “We took a concept that is at the core of ESPN, adapted it to our needs and produced a show that scored well on substance and style reviews.”

www.broadstreet.com

20 west 22, new york, ny 10010

T: 212.780.5700

info@broadstreet.com


espn upfronts 2007

espn upfronts 2007

ESPN Makes Play to be Worldwide Leader in Upfronts

Looking to showcase their brand strength and marketing opportunities to potential advertisers in a style that highlighted their flair for innovation, ESPN turned to Broadstreet to develop a communication strategy for its 2007 Upfront. [We wanted] “to get people to think about sports as more than just the 28-year-old guy,” commented Ed Erhardt, president of ESPN’s customer marketing and sales. Taking its cue from ESPN’s mantra “We take our business seriously, we take our customers’ business seriously, but we don’t take ourselves seriously,” Broadstreet shook up the traditional podium-and-sizzle-reel presentation and created “ESPN on Broadway,” a fully produced musical about love, sports and cross-platform marketing. The live, one-hour, high-energy performance combined veteran Broadway performers, A-list sports stars, on-air ESPN talent, and senior executives. In the midst of original music and dance performances, the audience followed the “story” of a new product on a journey across the ESPN family of properties — spanning television, internet, print, radio and mobile devices — showcasing their unparalleled cross-platform marketing opportunities. Broadstreet’s experience with unique and complex communication challenges proved critical during the implementation process. Collaborating and rehearsing with ESPN executives ensured they were well prepared and blended in seamlessly with the professional Broadway performers. By highlighting their sense of humor with a daring approach, ESPN achieved a breakthrough with customers with whom they had previously been unable to have meaningful conversations. Cutting through the clutter of the Upfront season separated ESPN as a truly unique brand experience, while earning Broadstreet the privilege of producing their 2008 Upfront.

www.broadstreet.com

20 west 22, new york, ny 10010

T: 212.780.5700

info@broadstreet.com


scripps networks 2007 upfront

scripps networks 2007 upfront Who: Scripps Network, owner of Food Network, HGTV, Fine Living Network, Do It Yourself, and GAC What: 2007 Upfront Presentation, a showcase event highlighting network content featuring celebrity appearences and demonstrations for 1,600 guests. Where: Cipriani — New York, NY, and seven other major cities across the country When: Spring 2007 Building on a three-year relationship with Scripps Network, Broadstreet conceived, implemented and managed the entire production of this annual event designed to inform and entertain the network’s potential advertisers and media buyers. Food Network celebrity chefs designed and prepared each of the meals served to match the environment and culture of each of the major cities. While enjoying gourmet food and complementary wine pairings, guests were treated to highlights of upcoming events from each of the Scripps diverse lifestyle networks.

www.broadstreet.com

20 west 22, new york, ny 10010

T: 212.780.5700

info@broadstreet.com


comcast networks upfront presentation

comcast networks upfront presentation Always striving to clearly distinguish itself from the blur of its competitors during the annual spring upfront season, Comcast has turned to Broadstreet as its strategic partner over the last several years to deliver an exceptional brand-based experience to media buyers and advertisers. Presenting distinct, individualized presentations for each of its diverse networks — including E!, Style, G4, Versus and the Golf Channel — in an engaging design and delivery medium has been a hallmark of Broadstreet’s partnership with Comcast. Among the highlights: to reflect the Comcast brand, which is a technological innovator in the broadcast industry, Broadstreet developed an audience-driven, interactive experience on wireless tablet PCs with brandbased games, stats and videos that delivering key messages that were entertaining, informative and memorable. Individual tablet PCs were the ideal portable platform to enable fast setup, so attendees could immediately begin to explore content suited to their interests on their own device. Participants were treated to customvideo greetings from celebrity personalities such as Ryan Seacrest, and video games such as golf and interactive trivia— all this before the presentation even started. By instantly creating an environment of engagement combined with live presentations and the use of the tablets, the audience became an integral part of the presentation, making it virtually impossible to tune out. The result is always a strong and distinct brand impression that continues into the critical weeks that follow when ad sales are negotiated. Broadstreet’s communication strategy, creative expertise, and ability to cleverly harness technology have established Comcast as the standard for small-format upfront meetings.

www.broadstreet.com

20 west 22, new york, ny 10010

T: 212.780.5700

info@broadstreet.com


the weather channel wine and weather

the weather channel wine and weather In an industry where media buyers have a wide array of opportunity for their ad dollars, from live sports to the latest prime-time programming or reality show, The Weather Channel is continuously challenged to distinguish itself and its programming. Recognizing its ability to help media brands present their offerings with unique and compelling experiences, The Weather Channel turned to Broadstreet to develop a communication strategy for its multi-city upfront presentations that indirectly showcased the weather, without making it the primary focus. Broadstreet designed a presentation around a wine-tasting event. Hosted by a professional sommelier, “Wine and Weather� treated media buyers to some of the most diverse and complex wines from around the world. In describing each of the wines, the sommelier emphasized the weather’s effect on the grape and the final product they tasted. As the relationship between wine and weather forged a powerful metaphor, The Weather Channel team delivered crucial information their potential advertisers needed to make informed buying decisions. The simple notion to blend weather and wine for the upfront created the perfect storm of opportunity for The Weather Channel to present itself in a way that was unexpected and fun, while serving as a catalyst for its potential advertisers to consider The Weather Channel from a new perspective. The result was an exceptional experience that informed and entertained the audience on multiple levels, and allowed The Weather Channel to negotiate more meaningful ad sales in the weeks that followed. www.broadstreet.com

20 west 22, new york, ny 10010

T: 212.780.5700

info@broadstreet.com


Broadstreet Upfront Experience