MGM: The Lion Roars Again
After a private equity buyout, MGM needed to communicate to the film industry, financial community and media that it had a strategy for regaining its status as a major Hollywood studio. Priority devised a multimedia campaign that included a series of events under the "Lion Roars Again" banner. The premiere event kicked off the campaign at MGM's headquarters in Los Angeles and garnered coverage in The Wall Street Journal, The New York Times, BusinessWeek and Los Angeles Times, among other prestigious outlets.
Various versions of this launch event were also recreated around the world, featuring a bevy of stars from MGM's past blockbuster films and upcoming releases. Highlights include press luncheons at the MIPTV market in Cannes, France (focusing on MGM's worldwide television business) and in Prague (focusing on the MGM Channel's expansion throughout Eastern Europe). As a special thank you to MGM's Eastern European cable operator partners, the studio took affiliates and media on a special VIP visit to the set of the James Bond film CASINO ROYALE, which was filming on location in the Czech Republic at that time.
To reinforce the "Lion Roars Again" banner, Priority secured key public speaking opportunities for MGM's executives at various industry events, and incorporated the theme into the studio's advertising and marketing materials throughout the year.