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The Celebrity Source Benjamin Restaurant Group The Celebrity Source Benjamin Restaurant Group Case Study Use of Celebrity Diners to Increase Press/Media Coverage 17-Month Initiative 1 Project Overview Program Objective Secure approved “media-worthy” celebrities to take advantage of complimentary dining at one of three Benjamin Restaurant Group’s NYC restaurants, to garner publicity and media placements. Research Strategy by The Celebrity Source ▪ Media-worthy celebrities based in NY ▪ Celebrities coming to NY to perform in a concert or play ▪ Celebrities shooting a film or TV show in NY ▪ Upcoming NY talk-show appearances ▪ Those with “buzz-worthy” projects to promote in NY 2 Project Overview – Strategic Plan Research Strategy by The Celebrity Source ▪ NY based entertainment companies, TV networks, Talk Shows, “Saturday Night Live” cast members & other shows shot in NY ▪ Hi-Profile events including New York Fashion Week, New York Comic-Con, VMA Awards, Tribeca Film Festival, GMA Summer Concert Series, concerts, film premieres, etc. ▪ Event Venue Schedules: Madison Square Garden, Radio City Music Hall, Beacon Theatre, Webster Hall, Highline Ballroom, Irving Plaza, Playstation Theatre, 92nd Street Y, Gramercy Theatre, etc. Outreach Strategy ▪ Use our relationships with celebrities themselves and their personal assistants ▪ Offer complimentary dining incentives to publicists, managers and agents whose approved celebrity clients dined at a BRG restaurant ▪ Solicit celebrity recommendations from celeb reps 3 Celebrity Selection & Outreach Process Celebrity Proposed Celebrity Celebrity Research Celebrity Patrons Outreach Bookings Daily Weekly All newly and past approved Confirm and coordinate celebrities are pursued 3-10 celebrity bookings with BRG Research new and NY Submit new names to BRG times ongoing over time returning Celebrities (~20-40/week) (~100/week) Outreach is to celebrities Track Social Media BRG approves celebrities for directly, publicists, managers, Track Social Media Postings, Research celebrity credits, outreach agents, personal assistants, and after-diningPostings feedback by social following, and current etc. Celebrity buzz-worthy projects Compile all key contacts, draft pitches 4 Celebrities Booked PARTIAL/SAMPLE LIST Evan Engram Curtis Cook Lewis Black Robby Anderson X Ambassadors Denise Richards Madchen Amick Ronny Chieng Angelica Page Elisabeth Rohm Maksim Chmerkovskiy Sam Darnold Backstreet Boys Erika Henningson Melissa Joan Hart Tara Reid Blake Cooper Griffin Frankie Grande Noor Tagouri Taylor Louderman Blake Cooper Griffin Gilbert Gottfried Patricia Arquette Teddi Mellencamp Brittany Snow Hillsong United Peta Murgatroyd Tori Kelly Bryan Cranston Howie Mandel Peter Facinelli Wilson Cruz Chris Colfer Jeffrey Ross Regina King LuAnn de Lesseps Christine Evangelista Jessica Walter Rita Rudner Keke Palmer Anthony Ramos Kristen Taekman Debby Ryan Dorinda Medley 5 Campaign Press, Photos, & Social Media Posts PARTIAL/SAMPLE LIST 6 April 2, 2019 February 11, 2019 June 26, 2019 March 22, 2019 September 5, 2018 June 25, 2019 7 8 9 Results! Number of *Estimated Consumers Reached 73,025,205 (*ESTIMATED - BASED ON POSTING SOCIAL MEDIA FOLLOWERS AND PRESS CIRCULATION NUMBERS) 10 Laurie Kessler – CEO Rita Tateel – President www.TheCelebritySource.com [email protected] New York (917) 626-8368 Los Angeles (323) 651-3300 11.
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