 SITUATIONOn Sept. 5, 2001, Home Box Office (HBO), in association with The National D-DAy Museum, hosed the New Orleans premiere of the mini-series Band of Brothers. The film, based on the bestseller by Stephen Ambrose, tells the story of Easy Company, 506th Regiment of the 101st Airborne, U.S. Army. The Ehrhardt Group, working with HBO Productions for the second time, coordinated media coverage and the event logistics in preparation for and during the gala premiere and a VIP reception. STRATEGIES - Create significant awareness of the event through print and broadcast materials providing premiere information.
- Coordinate the attendance of the film’s actors along with the respective veterans they portray in Band of Brothers.
- Focus media attention on veterans portrayed in the film with interviews prior to the event.
- Compile a database of 500 guests to invite to the premiere, including major business and community leaders of New Orleans.
RESULTS - Attracted 500 people to the premiere, including New Orleans business and civic leaders, and 150 VIP guests for the reception
- Generated major media coverage with all four local news affiliates and The Times-Picayune prior to and during the event.
- Positive media stories following premiere in numerous regional publications such as St. Charles Avenue and Baton Rouge City Social Magazine.
- 1000 new subscribers to HBO and Cox Communications.
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