The challenge:

Silvercup Studios opened its first studio in 1983 in what was the former flour silo of the landmark Silvercup Bakery in Queens.  The studio quickly established itself as the Northeast’s largest independent, full-service film and television production facility.  After a long production drought throughout the New York area in the mid-1990s, Silvercup executives recognized the need to reinvigorate their marketing strategy.  The studio brought in TMO to add a strategic dimension to its marketing program, help raise Silvercup’s profile and position it for new growth opportunities.

The strategy:

TMO has mounted a multi-year, strategic media relations campaign in support of Silvercup Studios designed to help nurture the company’s growth and success.  Recognizing that Silvercup had a range of positive stories to tell, the agency has promoted the studio's economic and employment benefits, its status in the entertainment industry, its expansion plans, and its active role in community affairs.  Consequently, the public relations program positions Silvercup executives as entertainment industry leaders, economic development catalysts, community-minded civic patrons, and successful real estate entrepreneurs.  Targeted media pitches have focused attention on Silvercup’s most high-profile productions, such as The Sopranos and Sex and the City.  The agency implemented a national media relations pitch initiative for the launch of the Silvercup Studios East Lot in 1999, and partnered with the New York City mayor’s office in 2003 to stage a twentieth-anniversary celebration highlighting Silvercup’s achievements and its bright future.

The results:

The Marino Organization has emerged as a valuable strategic partner playing an important role in Silvercup Studios’ long-term marketing program.  The agency generates consistent, positive coverage that reinforces Silvercup’s business successes and its status as an industry leader.  Placements appear in Variety, Shoot and other entertainment and real estate trade publications, as well as national and regional newspapers and television.  For example, CNN broadcasted a 15-minute “Movers and Shakers” segment showcasing the studio’s founders, and the New York Times profiled the Silvercup executive team.  As another illustration, TMO transformed the studio’s twentieth anniversary celebration into a high-profile media event that generated coverage in Newsday, the Daily News, five New York City television stations, national entertainment trade publications, and other print outlets.