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Recent Projects RECENT MEDIA RELATIONS PROJECTS UNDERTAKEN BY JACKIE LAPIN Business To Business Culver Studios/Studio City Los Angeles — When the historic Culver Studios, where Gone With The Wind and Citizen Kane were filmed, was sold to a group of studio executives backed by Lehman Bros., Jackie Lapin handled the publicity. Staging a press conference on the front lawn in front of the famous Culver Studios mansion, the event drew both local and national media. Coverage included: KNBC, KTLA, KCBS, Los Angeles Times (front page business section) Associated Press (which ran in 40 major US dailies), Variety, Hollywood Reporter, Below The Line, KNX Radio and numerous industry publications. Studio City New York — Jackie Lapin handled publicity for the announcement of a major new complex to be built in New York City, designed to house studios, offices and production facilities for major entertainment companies — a vertical studio lot. Coverage included the front page of Variety, and major features in the Hollywood Reporter, New York Post, Newsday, Financial Times and a segment on CNNfn. Other reportage included the Associated Press, Dow Jones, Reuters and Crain’s New York Business. The campaign was designed to attract a major anchor tenant. Inter/Media Advertising — Serving as public relations counsel to this company — a direct response television specialist — Lapin created a corporate media kit and generated major features in Response Magazine, Adweek, Ad Age, Brandweek, DM News and the Los Angeles Business Journal. With each new client, a release is strategically distributed to selected reporters to get maximum coverage, positioning this $100 million agency as a leader in its field. Cardservice International — Cardservice International is a leading provider of credit card services to retail merchants and internet websites. Lapin was retained to secure strong local press at the time of expansion in the Calabasas corridor, and to communicate with credit card trade publications. Coverage included two front-page business stories in the Los Angeles Times Valley and local editions, plus coverage in all pertinent trade media. She was also retained to help advance Internet World Trade Show, which resulted in stories in American Banker and Businessweek. GotMarketing — GotMarketing
offers self-serve online marketing tools (direct email service and webclipping
service) to marketers. Hits included Business 2.0, Sales and Marketing
Management, Silicon Valley Business Journal, KICU TV, KNTV TV (Bay
Area), Target Marketing Magazine, Computer Reseller News and Continental
Airlines Magazine.
Technology/Internet Companies PrediWave — A newcomer in providing video-on-demand technology to the cable television and direct broadcast service industry, PrediWave needed to make a splash upon its introduction at the industry’s major trade show. Lapin launched an aggressive push to secure coverage just prior to the show in order to drive cable operators to the booth to investigate the new technology. Stories appeared in Multichannel News, Broadcasting and Cable, Communications Technology and a number of other key media that reached both cable operators and engineers. Liquid Seats — A company that creates online ticket marketplaces for consumers to buy and sell their sports and entertainment tickets, Liquid Seats has alliances with sports teams, newspaper chains and radio stations to create co-branded web pages. Hits included the Wall Street Journal, as well as the following:
· Magazines: Pollstar, Sports Business Journal, Amusement Business,
· Online: PCWorld.com, Ticketlife.com ,Goldencapital.net, Sports
· Newspapers: San Francisco Chronicle, Contra Costa Times, San
· TV:KGO (San Francisco), KTLA Morning Show (Los Angeles), KPHO
· Radio: KTCT, KLLC (San Francisco), Sports Fan Radio Network,
PartyPoker.com — We handle marketing PR for the largest online poker room in the world, and media recruitment for the PartyPoker.com Million, a multi-million tournament on a cruise ship sponsored by PartyPoker.com. Activities have resulted in a major feature in FHM magazine, along with numerous local stories about players who have won big money while competing on the site, or competing in major tournaments fed by PartyPoker.com satellite events. Consumer Marketing PR/Products, Retail and Other AutoOz — This company creates limited edition signature lines of automobiles designed by celebrities and sports stars. Lapin previewed the Shaq SST Expedition for the media with Shaquille O’Neal at Beverly Hills Ford. Pre-event and post-event coverage included CNN Headline News, USA Today, Automotive News, Sports Business Journal, Today Show, Associated Press, Extra, the Tonight Show and more than 175 television segments across the nation. The car was showcased on “Ripley’s Believe It or Not.” Enginewear — Enginewear is a line of clothing designed specifically for women autoracing enthusiasts. Lapin promoted the products to sporting goods trade, apparel trades, national motorsports media and regional media surrounding race weekends. Coverage included major pieces in Sporting Goods Business, Inside NASCAR, Sonoma Business, Sports Business Journal, Sports Trend, Marin/Santa Rose Democrat, Los Angeles Times and ESPN. OmniGift Card — A pre-paid personalized gift card, OmniGift debuted during holiday season. To launch it, Lapin secured a USA Today feature. LaserShield — This wireless fully monitored alarm system test launched in San Diego and Lapin arranged segments on three San Diego morning shows (including Spanish language), two news broadcasts and a story in the North County Times. The product sold out. Commerce Casino — Lapin handled the unveiling of the World Poker Tour Walk of Fame at the Commerce Casino, plus publicity for two major tournaments at the largest poker room in the nation. She secured national publicity in dailies and gaming publications, as well as substantial local and national television coverage. Lakes Entertainment — This
company introduced the first WPT All-In Hold 'Em Casino Table Game to both
the gaming community and to the consumers who gamble at the casinos where
it has been launched. Lapin initiated a campaign to debut the table to
the gaming media, and then orchestrated two media events (San Diego and
Biloxi markets.) She then created a informative packet for each new casino
launching the table game, which offered publicity concepts and sample releases,
media advisories and pitches.
Health StarTrac Fitness — Lapin developed a media kit surrounding the company’s re-branding effort. She also launched a publicity campaign for the industry trade and the consumer focusing on Star Trac’s new Pro Treadmill, a treadmill with personalized fans for cooling, as well as the company’s agreement to become the official bike of Spinning, the indoor cycling innovator and leader. In addition to significant trade coverage, five live television segments were secured in conjunction with a major industry trade show unveiling of the Pro Tread and the Spinning alliance. Norwegian Beta Glucan — Norwegian Beta Glucan is a human immune system support product that first originated in Norway as a means to save the salmon industry endangered by immune system deficiency. Launching the product in the U.S. at the West Coast trade show, Lapin generated major stories in Nutritional Outlook, Whole Foods, Drug Topics, Vitamin Retailer and Pharmacy Times. Heal Your Hips — A book by the nation’s leading hip surgeon and aquatic therapist, Heal Your Hips was featured in the San Diego Union Tribune and South Bay Daily Breeze, and the authors appeared on the KTLA and KUSI (San Diego) Morning Shows, as well as several regional radio stations. StairMaster — To
launch Stomp, a new exercise system to promote StairMaster usage
in fitness center classes, Lapin was able to secure the San Diego Union
Tribune, Houston Chronicle, and Orange County Register, as well as an array
of fitness trade media.
Food Nando’ Sauces, Marinades and Condiments — South Africa’s best known international import and fast food franchises launched a line of products in the U.S. The San Diego introduction included stories in the San Diego Union Tribune, North County Times, a dozen regional publications, four TV morning shows, and three national placements in Ad Age, QSR and Chain Leader. Milton's Bread — Milton's Baking is a company that created and markets fat-free whole grain bread, plus a line of bagels, muffins and additional bread products. Lapin booked 16 TV segments and two radio morning shows in San Diego, Los Angeles and Orange Counties for a West Coast roll-out. Gold Circle Farms Eggs — This company has developed a patented way to produce DHA enhanced eggs that promote health. Lapin researched, selected and trained the product spokesperson, a chef-to-the-stars, and then booked her on 22 morning radio and television shows in San Diego, Los Angeles and San Francisco. Also generated was a front-page story in the Los Angeles Times and a piece in the San Diego Union Tribune. NutriMil — This whey-based milk substitute was positioned as a tasty alternative for those people who are lactose intolerant. The product was rolled out in San Diego and Sacramento using a registered dietician as an expert on lactose intolerance. As part of each proposed TV segment, Lapin proposed a taste test of other milk substitutes. The results included four TV segments in San Diego and three in Sacramento. Events Mazda Rev It
Up — World’s largest performance driving school and national competition
traveled to 15 markets, and brought winners together for a national championships.
I handled all advance publicity, along with an on-site staff member, and
coordinated efforts with in-house Mazda PR personnel. Publicity reached
more than two million people. Print highlights included: Autoweek, Road
& Track, Motor Trend, Automobile, AutoMundo, Brandweek,
African Americans on Wheels, New York Times, Los Angeles Times, San Jose
Mercury News, Oakland Tribune, Orange County Register, Houston Chronicle,
Dallas Monring News, Fort Worth Star Telegram, Atlanta Journal Constitution,
Miami Herald, Minneapolis Star Tribune, Detroit News, St. Louis Post Dispatch,
Chicago Sun-Times, Chicago Tribune, Boston Globe, Boston Herald, Washington
Times and a hundred top suburban papers or regional newspaper chains. Broadcast
highlights included: TNT’s Super2R, Speed Channel and PBS’s Motorweek,
plus 20 local TV morning shows and news segments, as well as MotorTrend
Radio. To see a full case history,
click here.
Entertainment/Television WORLD POKER TOUR — We handle both show publicity and brand marketing for the World Poker Tour, one of the most success cable show launches in the past several years. Airing on the Travel Channel weekly, we’ve taken this unknown show to unprecedented heights, becoming the most watched show ever on the network and a new national obsession by Americans. Highlights have included a cover story in USA Today, a front page piece in the Wall Street Journal, a three-page spread in Sports Illustrated, a 5-page feature in Cigar Aficionado, the Ellen Degeneres Show, CNN, Time Magazine, TV Guide, Entertainment Weekly, People, US, Associated Press, Business 2.0, People, US Magazine, Entertainment Tonight, E!, Extra, Access Hollywood, Inside Edition, CBS Sunday Morning and features in hundreds of major U.S. dailies. To see a full case history, click here. TECH TV (formerly ZDTV) — Lapin handled cable industry trade publicity during the company's name change, resulting in major stories in each of the 15 publications. She also conducted in-market media tours by individual show hosts in two dozen large and medium sized markets to reach consumers. The results were significant TV, radio, business journal and newspaper coverage that advanced each appearance. Buena Vista Home Entertainment/Disney — For more than two years, Lapin consulted for the PR director overseening the home video division that distributed sports (ESPN Video) and general interest products (The Century, The Gene Autry Collection). Lapin secured ongoing video trade publicity and massive consumer coverage in newspapers and magazines. TIVO — Lapin supported the agency that launched the digital recording device to key business and trade media, as well as selected consumer media. Her results included major stories in all television and cable trade, plus the Los Angeles Times business pages and Playboy Magazine. Books Racing With The Hawk — This book profiled Don Hawk, Dale Earnhardt’s business guru in the year's before the superstar's death. The USA Today story she secured resulted in an immediate sell-out and re-print of the book. A flood of motorsports media coverage was also generated from the effort. Cause Related The Paralysis
Project — This
non-profit that stages a Great Sports Legends Awards dinner annually. For
three years Lapin helped recruit famous sports personalities and honorees
(Bobby Rahal, Danny Sullivan, Kenny Stabler, Anita DeFranz, among others)
and handled publicity. Hits included Los Angeles Times, LA Daily News,
Long Beach Press Telegram, KCBS, Fox Sports Network, KTLA Morning Show,
and two dozen national and local sports radio shows and online chats with
all major sports services.
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