My Pitch for a second year BA (Hons) Public Relations brief, to target; -UK Print -Females 25-40 -ABC1C2 Both the pitch itself and the supporting pitch document gained a grade of 85% (1st) and I attained a grade of 79% (1st) overall for the module.

1. The Hobbit Press
Campaign
Client: Jayne Trotman - Warner Brothers Entertainment
Agency: JWPR
Presented by:

2. PR Objectives
1. Target the female cinemagoer with a UK press campaign
2. To do this without affecting the numbers of Lord of the Rings
fans and Tolkien fans
3. Ensure our target audience are aware that The Hobbit is a
different film to Lord of the Rings
4. Communicate the key attractive points of the film

3. PR Strategy
(Primary Target Audience)
• Arrange an effective press campaign, ensuring that the target audiences
are being covered
• Achieve coverage within women’s short and long lead magazines and
newspapers and their supplements and focus on the male talent in the
film to lure in the female market
• Including a televised press conference with all the main stars in
attendance
• A prize for a lucky entrant of a competition, in our chosen publication

4. Male Talent Profiles
Martin Richard Luke Orlando
Freeman Armitage Evans Bloom
• Plays: Bilbo • Plays: Thorin • Plays: Bard • Plays:Legolas
Baggins Oakenshield the Bowman Thrandullion
• Race: Hobbit • Race: Dwarf • Race: Man • Race: Elf

5. How are we going to do this?
• The use of our designated male talent within women’s magazines by
using within; features, photo-shoots, competitions and Q&A’s

6. How are we going to do this? Cont.
• Features by means of press release in both long and short lead;
• Women’s Magazines
• Film Magazines
• Newspapers
• Newspaper Supplements
• We’ve identified that the magazine which would hit our ideal
target market as;
• Best selling for part of our primary target market; ABC1
• 2.5 million women buy The Mail on Sunday every week
• Celebrity focused and often like to include ‘eye-candy’
• Often run competitions alongside celebrity features

7. PR Strategy
(Secondary Target Audience)
• Coordinate an effective press campaign by targeting the press which the secondary
target audience is being covered
• Achieve coverage within film magazines and the films section of newspapers
• A televised press Conferences with the director and cast, two months before release
• Awareness of the film alone would be enough to entice the already abundant fan base
of Tolkien’s work to the cinema
• Arrange a competitions, which will be to get people into the cinema and watch the film.

8. Press Material
• Press conference two months prior to release with director and cast for
long lead journalists
• Invites to journalists will be have the following;
• Invited on parchment, hand-written in calligraphy
• An ‘aged’ copy of the map of Middle Earth
• Opportunity to have a feature with our ‘male talent’
• Press junket for short lead journalists a month before release
• Press releases in relation to the films release, to publications, tailored to;
• Women’s Magazines
• Film Magazines
• Newspapers

9. Competitions
• As previously recognised ‘You magazine’ is our magazine of choice, which
fits our target market, with the most readers.
• We’ve devised a competition, winner to be picked by answering a
question correctly:
• Go to The Hobbit premiere in New Zealand
• Two weeks, all inclusive holiday at a 5* hotel two people
• Meet the cast
• Visit the actual set of Hobbiton
• All this, with £2,000 spending money
Slogan: “Win the hobbiday of a lifetime”

10. Competitions (cont.)
• Directed now at our secondary target audience;
• Ten Free tickets to see the film, within a feature in the Odeon Magazine,
which is currently market leader within the film magazine genre.
• Entry as part of a quiz, possibly linking the Lord of the Rings, something
similar to;
“In the 2003 film Lord of the Rings, Return of the King, who
retrieves the ring for Bilbo Baggins”
• Winners will be chosen and tickets and free refreshments to their nearest
Odeon

11. Timeline
June Confirm Timeline for all launch activity
Training and initiation of brand for all JWPR team
Create the schedule for events
Book venue for press conference and invite press upon confirmation
July/August Arrange for the bespoke invites to be created and send for press conference
Press release collation
Approach publications to begin coordination feature coverage
September Follow up on press invitations
Send press pack out to long lead press who are not invited to an event
October Long lead press launch to take place
November Follow up and secure coverage in long lead titles
Press Launch - National and regional weekly's/colour supplements
Follow up and secure coverage in short lead titles
Hobbiday competition closes and winner announced
>December 14th Q&A answers to be sold into relevant short lead, national and regional press
Competition winner goes to premiere
Send thank you's to all relevant press with a plaque with a translation of the journalists
name, into Elvish.

12. Six Reasons to work with
1. Dedicated
2. Logical
3. Passionate
4. Hard working
5. Intuitive
6. Understandable

13. Appendix
• Please see the brief document.

14. The Team
If we were to win with this bid, then your team would be:
Jay Wicks, Partner / Senior Account Director
David Piggott, Account Manager
Emily Apps, Account Executive
Megan Reynolds, Press Assistant
Your first point of contact will be Emily.

15. Fees
Warner Brothers Entertainment Budget Breakdown.
Monthly Retainer £3,000 per month
Competitions £5,000
Press Events £500
Stationary and calligraphy for invites £400
Expected Sub Total £23,900
Additional works £150 per hour

16. Evaluation
• Press clippings will be sought and collated, then presented in a portfolio,
from which we can work out the advertising value equivalent.

17. Thank you, any questions?