NBC turned to LCI because LCI isn't in Hollywood and the network was looking for help with creative ideas to energize promotion for its entertainment division. These included: the fall TV season, prime time, late night, daytime and selected special projects, to national outlets, ethnic media and targeted designated markets across the country. Efforts focused on new programs, specials and a market-by-market program supporting various shows. Additionally, a Spanish language-captioning project for daytime programming was media-tested.

Strategy:

LCI brainstormed new ideas and implemented media relations campaigns for Law & Order, NBC's 75th anniversary, special projects such as the Jennifer Lopez special and several prime time shows (including Will & Grace). LCI also tested various media market support for "The Weakest Link" while recommending venues for local auditions based on interest. LCI also surveyed the Spanish language press for interest in publicizing additional Spanish language audio programs for NBC daytime programming.

Results:

LCI achieved significant success including placements in the New York Post, NPR, the Wall Street Journal, San Francisco Chronicle, Chicago Tribune, Boston Herald, and Hollywood Reporter. NBC received more than a 2,000% return on investment for LCI’s public relations services.