Damaris Media was contracted by Entertainment One to promote The Promise within the faith market (7.6 million adult Christians in the UK) and Armenian community (18,000 in the UK) through an extensive PR campaign.
WHAT WE ACHIEVED
TOTAL REACH = 3,237,262
HOW WE ACHIEVED IT
We achieved a total reach of 3.2 million people through print, online, email and social media promotion. This represents 40% of UK churchgoers.
We established key partnerships with Christian Solidarity Worldwide (a key faith organisation supporting people persecuted for their faith) and Revelation TV (a Christian digital TV channel with a reach of 500,000, with a particular concern for the Armenian community).
With Christian Solidarity Worldwide (CSW), we created a 12-page Church Booklet tailored specifically to the needs of the faith markets, which was published on the official film webpage and CSW’s website; 1,000 copies were printed and distributed via partner organisations.
We promoted the film to key members of the target markets both directly and through partner organisations.
We secured attendance at a series of previews:
key influencers at a special preview and a tastemaker screening
faith press at a series of press screenings
general members of the target markets at word-of-mouth screenings in Belfast, Cardiff, Edinburgh and Manchester.
We ran a promotion campaign for the film and resources to and through appropriate community press and community organisations which serve the target market, as well as key influencers within the target market. This promotion included:
securing reviews and editorial in key faith press
organising interviews for faith press with director Terry George
joint press releases with CSW, offering one of their experts for interview
running competitions for tickets word-of-mouth screenings in faith radio stations
telephone, email and web campaign to gain promotion from key influencers and community groups within the target markets – such as news items in print and electronic newsletters, on websites and social media
email and web campaign to and through our own Damaris membership
social media campaign to members of the target markets.
Extensive coverage on Revelation TV for several weeks including interview with the director Terry George, special programme on the film and its background, competition giving away tickets to previews and more.
Cover article in The War Cry (magazine of the Salvation Army)
We placed reviews, editorial and promotion content in 18 faith outlets (four print, nine online, four radio, one TV), including Premier Christian Radio, Christian Today website, Church Times, Independent Catholic News, Methodist Recorder, Baptist Times and War Cry.
Overwhelmingly positive reaction from the UK Armenian community.