Public Relations

  • EPIC EVENT INVITATION FOR AN EPIC PRESS EVENT

    How do you get the attention of boating media editors whom are invited to dozens of incredible press events every year? Produce a disruptive event invitation. To stand out in Public Relations you have to disrupt.

    The invitation is one of the most important elements of the entire event production.  The invitation also sets the tone and expectations of what the attendees will experience.  A well crafted and executed invitation can bring your brand to the forefront and set the stage for an epic event. You have to have people attend the event to have an event. Our strategy related to this specific event entailed a custom printed video book with personalized invitation video.

    LOOK Marketing received two 2018 ADDY awards from the American Advertising Federation Space Coast Chapter for the production of a Press Event Video Invitation for client Sea-Doo watercraft. The two 2018 ADDY awards received for this project included; Judge’s Choice Award and Gold Addy for the category of Card, Invitation or Announcement.

    Project Objective

    Produce an invitation that disrupts normal in-mail and introduces the brand’s new model year campaign and key messaging. The goal was to create an invite that intrigued and demanded invitees to attend the event and learn about the new product.

    look marketing, press event, event invitation

    The Press Event Invitation video book gained immediate attention among media.

    Press Event Video Invitation Project Strategy

    LOOK Marketing would design a physical, video book invitation that would be sent by express mail to targeted editors. The book visuals would include key message copy and high level event details including location and dates over imagery of the actual event location. The auto playing video included a brand hype reel and a personal, event invitation message to to engage media through a sensory experience of visual, audio and tactile modes. The three sensory modes would work together to help convey Sea-Doo’s 2018 story theme of “Escaping the Everyday” with Sea-Doo.

    Execution

    Targeted North American and international marine media and regional vertical and general press received the video invitation. The invitation set the tone for the Sea-Doo “Escape the Everyday” Press Event. It immediately pulled invitees into the world of Sea-Doo by sharing a unique, adventure-themed video.

    The video began with auto play when the book was opened. It opened with vintage clips of Sea-Doo watercraft, sharing the news that 2018 marked 50 years of Sea-Doo revolutionizing the personal watercraft industry and followed by teasing the 2018 adventure-ready platforms.

    ADDY JUDGES CHOICE AWARD – 2018 Sea-Doo Escape the Everyday Press Event Invitation from LOOK Marketing on Vimeo.

    A glimpse of everyday epic adventures being lived out by Sea-Doo riders around the world would follow the 2018 launch reveal. The video then invited them to attend the made-for-media event to experience their own epic adventure on the Colorado River aboard the all-new 2018 Sea-Doo models. The video invitation culminated with imagery of the natural beauty of the epic event location, and how the PR team would ensure a production and fun event.

    Results 

    The video invitation generated exceptional results. 91% of the media targeted by LOOK attended the press event. Feedback from the media also noted the invitation strongly influenced their decision to attend. Three mainstream media noted that the invitation alone intrigued them enough to attend, where a traditional letter or e-mail invite would not have.  Four boating media noted this was the best press event invitation they had received in years. This invitation was the first step in a complete brand immersion that carried the key messages from invitation to published articles. #lookatus

    Event Invitation Project Awards

    ADDY:  Judge’s Choice Award

    ADDY:  Gold Award-Card, Invitation or Announcement

    Select Published Media Generated By The Event – (three of the 21 published articles) 

  • PR Win – Gigi Hadid and Sea-Doo Stars of V Magazine Cover

    With the cover and a multiple-page spread in fashion glossy V Magazine featuring the world’s top supermodel, Gigi Hadid, LOOK Marketing secured a big public relations win for our client Sea-Doo. The culmination of months of LOOK Marketing’s behind the scenes PR and logistics work resulted in over 75 million people across the world being exposed to the Sea-Doo brand from this publicity campaign – just in the first day and a half. The V Magazine cover and article excerpts were shared by Gigi Hadid to her nearly 55 million social media fans, as well as picked up and published by dozens of top media sites including the Daily Mail.

    Look Marketing leverage opportunity presented by V-Magazines to show case client Sea-Doo watercraft with Fendi and Supermodel GIGI Hadid for incredible impressions.

    V Magazine July cover with Gigi Hadid riding Sea-Doo RXP-X 300.

    Supermodel Gigi Hadid shares the V Magazine cover with her Instagram fans.

    The Daily Mail shared the PR placement of fending branded Sea-Doo with GiGi Hadid

    Daily Mail highlights V Magazine cover of supermodel Gigi Hadid outfitted in a custom Fendi life jacket racing across the waters of Miami on a matching Fendi wrapped Sea-Doo RXP-X 300.

    Look Marketing Client Sea-Doo benefited greatly from the PR play with influencer and super model Gigi Hadid aboard a Fendi wrapped Sea-Doo for client BRP.

    Entertainment Online Canada headlines with V Magazine Gigi Hadid and Sea-Doo cover.

    Making It Easy For Those Involved

    LOOK has years of PR experience activating influencer and celebrity projects, some opportunities simply come our way more than others.  This opportunity came about through a friend of friend of a friend and we simply took the opportunity and ran with it. We made our client’s involvement in the project very easy for V-Magazine. The easier we can make it for them the easier it is for them to say “yes” to us.

    Behind The Scenes

    We helped pick the right Sea-Doo model for the look the creative team wanted. We worked with a local Miami vehicle wrap company to deliver the unit and help with the Fendi wrap graphics. For the actual shoot, we made the Sea-Doo portion as turn-key as possible.  It also helped that Gigi Hadid was a genuinely nice person, with a great work ethic, and admitted adrenaline junky. She listened intently to our instruction on-set and did indeed ride aggressively for a full four hour shoot.

    To date (mid-July) the effort has generated over 456 million impressions from being featured in 38 different outlets. The biggest hits have come from Gigi’s own social media posting. Again we helped Hadid and photographer Mario Sorrenti have a great experience and they shared their appreciation with more posts. #lookatus

    Look marketing on location miami florida

    The private V-Magazine shoot location on Key Biscayne.

    A busy day on Biscayne Bay was the location for the V-Magazine shoot with client BRP Sea-Doo

    A busy day on Biscayne Bay was the location for the V-Magazine shoot with client BRP Sea-Doo.

    Custom watercraft event vehicle full branding fend

    The custom Fendi wrap on the Sea-Doo RXP-X 300 watercraft connected the fully branded cover shot.

  • Social Video: Construction of New Route 1 Motorsports

    Video Production: Route 1 Motorsports’ Dealership

    In this four-part series of social videos, we crafted an engaging story that visually narrated the exciting moments experienced as client Route 1 Motorsports saw their dream – of expanding their business with the construction of a new powersports showroom and dealership – become reality.

    The primary focus of the overarching video story centered on events that unfolded during two key points in the realization of their dream. The first, was the  press event we produced to bring media attention to Route 1 Motorsports as they broke ground on the site of their new mega-dealership location. The second – which resulted in the final three videos of the series, documented the exhilarating moments from beginning to end as their vision for the new Southern Brevard County dealership took shape.

    Social Video Engagement Makes Impact

    Below are the videos that LOOK Marketing produced and were subsequently published to Route 1 Motorsports Facebook page and shared with over two thousand of their fans on that social channel. Combined all four videos, generated over 25,000 views and substantial buzz in the local community.

    Ground Breaking Press Event
    The first video in the series captured the thrilling, emotion-filled ground breaking press event day as the owners,  Willy Carmine and Kellie Wright, broke ground at the site of their new facility near Malabar, Florida.

    Leveraging Video Production Technology
    In addition to our standard video production equipment, we also utilized our video drones to record sweeping aerial views of the massive lot and obtain footage of the lively show that kicked off the official groundbreaking ceremony.

    Facebook Video Results
    On social, this video garnered 14,536 views.

    Facility Construction Progress Reports
    The last three videos in the series, followed the building process from start to finish marking significant construction project milestones along the way. The visual progression was shared with Facebook fans to keep them:

    • Informed of the facility build.
    • Engaged with the brand during the nearly year-long construction.

    Leveraging Video Production Technology
    For these construction progress report videos, we once again used a combination of traditional video production and drone videography to capture the full visual story.

    Facebook Video Results
    Combined these three videos had nearly 11,000 views.

  • PR Scoop! ABC News Reports on Client Sea-Doo’s 2017 Lineup

    ABC News Reporter Interviewing LOOK Marketing's Tim McKercher at Sea-Doo Booth.We’re thrilled to have secured a huge public relations win for our client BRP Sea-Doo at the New York Boat Show!  ABC News‘ Charli James interviewed LOOK Marketing’s founder and Sea-Doo watercraft expert Tim McKercher about the 2017 SPARK TRIXX.  With this publicity driven coverage, Sea-Doo’s 2017 product lineup was shared with an online audience of nearly 20 million people. (Interview starts at 20:02.)