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Donde & Partners

Storming the U.S. Art Market and Culture Scene with an Integrated Multi-Million Dollar PR Campaign
  • Integrated Marketing
  • Marketing Research
  • Corporate Identity
  • Brand Development
  • Publicity/Public Relations
  • Direct Marketing



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