Client: Movie Gallery Inc.
PR agency: Cone
Campaign: Launch of PowerPlay
Duration: March-April 2009
Budget: Approximately $75,000
After emerging from bankruptcy restructuring in May 2008, Movie Gallery Inc., owner of Hollywood Video, sought to raise its profile among competitors such as Blockbuster and Netflix. The introduction of a new membership program, PowerPlay, which offers discounts and no late fees, gave it a chance to use an integrated campaign to promote its new service and overall brand.
Strategy
With Cone's help, Movie Gallery ...