Brand Name: Donde & Partners
Product/Service Type or Description: Arts and Entertainment
Overview:
Donde & Partners are renowned in Europe for their brilliant stroke-by-stroke renderings of old masters. However, no one in the United States had heard of their pioneering style. The MZI Global® team implemented an Integrated Marketing Campaign which resulted in publicity worth over 1 million dollars. The PR campaign consisted of custom website construction, implementation of e-commerce strategies, and TV and media press coverage.
Situation Analysis:
- Donde, a renowned painter in Europe, was known for his detailed reproductions of classic artworks
- No awareness of his reputation or services in the United States
Marketing Challenge:
- Increase the awareness of Donde’s services among U.S. art aficionados
- Find effective mediums and channels to promote his art and to display his original talent among an unconditioned market within a time frame of 4 months
- Create enough buzz to generate sales for Donde’s services and artwork through an extensive PR campaign in the U.S.
MZI Global® Solutions:
- MZI Global® brand segmented the market, targeting VIP guests and celebrities through prestigious charitable events that generated buzz and publicity
- MZI Global® experts built a custom website to provide visitors with information about the art work and how to attain Donde’s services
- A strategic layout encourages incentive for impulse buys throughout navigation of the site
- A simplistic user-friendly site provides viewers with convenience and ease during the purchasing procedure
- Seasonal promotional activities created cross sales of art with similar motifs
- Direct mail targeted 10,000 affluent consumers, including the Trade Commissioner, the Cyprus Consulate, Forum’s Business Club, Charity Foundations, and all Forbes Magazine readers a part of the New York metropolitan area, with income exceeding $250,000
- MZI Global® solutions created a massive PR campaign which incorporated 5 full-text articles, and high-resolution photographs, that were used throughout the website to support journalist press inquiries
- Our feature Press Release for Donde was sent to PR Newswire, allowing access to magazine and newspaper style editors throughout the US
MZI Global® Results:
- Specific target demographics were reached by extensive media coverage and by events produced by MZI Global® specialists
- Published by Art Affairs Magazine—a top industry publication
- Placed PR article on their website, as well as including it in their quarterly publication that has a circulation of 10,000
- Press coverage by prestigious publications
- Forum Magazine published a 2-page spread
- Black Tie magazine published a full-page story
- Press coverage by major television news networks
- Channel 2
- Fox News
- Bloomberg News