Voyage Itinerary A Letter From the Captain
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Executive Summary
PRE-FLIGHT CHECKLIST 3
Synopsis, Concept Capsule, Tagline Marketable Elements Cast Crew Objectives Target Markets Big Idea
4 5 6 7 8 9 10
Mid-Trip Festivities 11
Festival Strategy Overview Festival Schedule Festival Kit: Part I Festival Kit : Part II Guerilla, Stunts, Etc.
12 13 14 15 16
Visiting the Purser 17
Target Distributors Target Bloggers Mailers and Industry Party
18 19 20
In-Flight Entertainment 21
A film by: Tyler Pavey
Marketing by: Jon Michael Herrmann
Consumer Strategy Overview Release Date, Platform One Sheet, Trailers Bringing Airship to our World Time Warner Corporate Synergy Spot the Airship Movie Premiere
22 23 24 25 28 30 31
Media Plan Pitch Schedule Budget
32 33 34
Acknowledgments
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AIRSHIP Travels, Inc.
From the Desk of the Captain Hello and great travels to you! Prepare yourself for a voyage that is designed to inspire, intrigue, engage, and envelop you. In your hands is your supplimental information packet essential to your fantastic voyage. Inside you will find many details regarding your adventure in the skies. The sections are broken down into four sections for your quick reference and simplicity: Pre-Flight Checklist: In this section we’ll explain what makes for a successful journey and discuss which class or age range is right for you as well as a bit more about the Airship in general. The Mid-Trip Festivals: Along the journey we will have many opportunities to participate in funfilled festivals. We will have four events designed to stimulate all types of passengers. Please refer to the festival section of this information packet to help you find more detailed information on these events. Visiting the Purser: You have your trip booked, but to apply for more credit on the Airship, you must visit the purser. This section will provide you with the information you need to find the funding to continue your voyage in comfort and class. In-Flight Entertainment Ahh, the entertainment! This is where Airship Travels’ services really shine. Here, you will find a complete guide to events, spectacles, stunts and surprises that you can only experience on the Airship! We remind you that an AIRSHIP voyage is much more from getting from point A to B.. Prepare to experience a whole new world. “Find Yourself among the Clouds!”
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The Captain
Pre-Flight Checklist The Fundamentals
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Checking the Propellers Film Synopsis, Concept Capsule, and Tagline
Synopsis Just as an airship powers its propellers by steam, our is propelled by a story. It is a fairytale about a bumbling Assistant Janitor named Fink who is searching for a missing robot part, but finds himself instead.
AIRSHIP follows Fink, the janitor of a traveling airship, who searches for the missing piece to Horace, his broken cleaning robot. With little help from the stoic giant of a ship’s hand and facing an inspection that could get him kicked off the ship for good, Fink scours the vessel, interrogating every passenger he encounters. His search pulls together a series of vignettes about the passengers on the ship: a deaf girl who has become physically cold from her need for a companion, a man whose speech impediment has kept him isolated in his search for understanding, and a man whose fame carried his identity out of his hands. Horace’s missing part passes from each of the passengers, changing their lives forever.
Concept Capsule AIRSHIP is a wonderful and imaginative tale set aboard the grandest AIRSHIP in the sky. As it makes its way towards homeport, a simple assistant janitor inadvertently alters passengers’ fates as he takes on an adventurous search for a mysteriously powerful part to his cleaning robot.
Tagline “FIND YOURSELF IN THE CLOUDS.”
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Securing the Cargo Marketable Elements These are the stars of the campaign. Each of these elements in their own way hold a specific importance to the plot or overall vibe in the world of AIRSHIP.
The Blue Orb Horace’s Brain
This orb has mysterious powers it unleashes when it comes within the vicinity of any human. People feel empowered, free, and uninhibited when the glow gets near. It is a symbol of the human imagination and unfiltered human ability.
The Cleaning Robot Horace
Although hardly active without his brain intact, Horace serves to be the center piece of the technology that exists in the world of AIRSHIP. Technophiles love to see how he operates and what gadgets he uses to complete his workload.
The Airship
Never before has an AIRSHIP this grand taken to the skies. It is an A class, steam powered, multi-prop dirigible capable of crossing land and sea. She is a sight to behold in the sky and it is also Fink’s workplace and home. This is the strongest marketing element for the film, therefore it will be covered to build up hype and tease the audience. After all, most ticket sales will be purchased just to see the Airship itself.
The Aesthetic
AIRSHIP lives in a world that is vaguely familiar, but never had a chance to exist in our world. It is an anachronostic steam powered land that is full of wonderfully detailed and fantastically functional gadgets and vehicles. Just living in this world is an adventure.
The Clouds
Clouds are mother nature’s puffy white imagination machines. A cloud can be a face one minute and an elephant the next. There are few things that make someone feel as free, mentally and physically, as clouds do; symbolically and literally.
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Airship's Manifest The Cast Leigh Parker "Fink" Born in Texas, Leigh decided to pursue his passion as a career in his early teens. It wasn’t long before he made a splash onto the indie scene.
Amir Levy "Weavel" This Texas native traveled to California shortly after high school. After attending AADAWest, he took a year to soak up the Hollywood Film Scene
Tony Bonaventura "James"
Tony has worked on several low budget films including The Guys (2004), which premiered at the Music Box at the Chicago Comedy Film Festival and I Was A Mathlete Until I Met Margo Marris (2003), which premiered at the Chicago International Film Festival, Tribeca, Newport Beach, Dances with Films (Santa Monica, CA), and the Sidewalk Moving Film Festival.
Naomi Glick "Lenel"
Native to Seattle, Washington, she attended the University of Washington in Seattle, and took many advanced acting classes in the School of Drama while obtaining her BA in Medical Anthropology and Global Health. She became a member of the Screen Actors Guild in 2008 with her credit as a supporting lead (the role of Ginger) in Bobcat Goldthwait’s 2008 film, “World’s Greatest Dad”.
Ken Salley "The Captain"
Ken began acting career at age foureen on radio in hometown of Brooklyn , NY. Retired at sixteen to study art and graphic design. Since resuming his career, his voice can be heard on the award winning animation The Yellow Umbrella, as well as other projects. Recent credits include Conan O’Brien, the Upright Citizens Brigade, and Step 16.
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Airship's Manifest The Crew Tyler Pavey
Writer/Director Tyler Pavey began filmmaking 9 years ago and has written and directed numerous productions since then, including an Advanced Production at Chapman University called “Bad Hand.” Most recently he created a short film called “Stop When You’re Tired,” which he shot in London, England. He has received three awards through CSPAN on his student documentaries.
Nick Troop
Alan Dean
Karina Nahai
Gray Clevenger
Stephanie Wagner
Evan S. Roth
Producer Nick Troop has produced a wide variety of project from the Chapman University Advanced Productions “High Lonesome” and “Bad Hand” to the independent film “The Infinite Game” and to television commercials for Kevin Grody Ford “Taken,” “Quick Lane,” “Some More Than Others,” and “Curveball.”
Assistant Producer Karina Nahai worked on numerous films in the production team, most notably as a casting director on the senior theses “Nimble Digits,” “$weethearts,” and “Henchmen.” Most recently she cast and was the UPM for the independent short film “Slashers 101.”
Production Designer Stephanie Wagner has worked on numerous productions at Chapman University as a Production Designer, most notably on the Advanced Productions “Bloody Monday,” “A Brighter Palette” and “Bad Hand.”
Director of Photography Alan Dean has been the director of photography most recently on two Chapman University Advanced Productions - “Bad Hand” and “Superhero Survival Kit.” In addition, he was the director of photography on an independent short film called “Jogging Through Life.”
Editor Gray Clevenger most recently edited “The Death of Roger,” which was accepted into the Family Film Festival. He won the Rosebud award at the 10-10-10 student competition at the Santa Barbara Film Festival and Best Documentary at the Digital Days Film Festival.
Composer Evan has written original scores to 10 short films in Chapman’s Dodge College for Film. His scores can be heard in commercials, undergraduate, and graduate student films, many which have been running in the festival circuit.
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Defining the Destination Marketing Plan Objectives The audience is an audience far before they decide to buy a ticket on opening weekend. Therefore, this entire campaign is rooted in creating enjoyable experiences that Intrigue, Inspire, Engage, and Entertain. These are the four main objectives to market Airship.
Intrigue Intrigue the film industry professionals and sci-fi/fantasy aficionados to take notice of at specially selected festivals that cater to each persona.
Inspire Inspire distributors with the wonderful world of the need to share its story with the world.
and convince them of
Engage Engage our target audiences by selecting media that meets them where they meet and lets join the conversation instead of interrupting it.
Entertain Entertain our targets’ world with the world of and celebrate its unique aesthetic; bringing it to life with a meticulously strategic and targeted campaign.
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Embarking Passengers Target Audiences
First Class
Second Class 18-34 Chic Geek These young adults are our primary target and they were raised on fantasy. From Pokemon to Harry Potter this movie fan has quite the imagination. They are creative, social, and admittedly geeky and they have no qualms about it. They actually wear it as a badge of pride. They are being targeted because they are most likely to be the ones to purchase movie tickets on opening weekend. They will want to be the early adopters and the first to review Airship to their friends. FACTS: Slightly Male Skewed 44% College Graduates Average 65K HH Income
Position: “Come aboard the AIRSHIP explore its world. Find yourself in the clouds.
18-34 Chic Geek Parents
These young adults were raised on sci-fi and fantasy as well and now they are passing the torch. These are the parents turning their children into new fans by valuing creativity and imagination as part of their development. They have a massive online presence as mom by day is a mommy blogger and dad is a techie.
Third Class
Position: “What if you could live to your complete potential? Aboard the AIRSHIP, Horace the robot can help. Find yourself in the clouds.” 13-17 Teens
These young teens are active weekend movie goers. They may not always have money, but when they do they like seeing movies that people are talking about. After the buzz from our primary and secondary hits the teen age group,Airship will be their choice. It will be pitched as a date movie, because selling two tickets are always better than selling one.
Position: “Girl meets boy, girl can’t hear boy. Girl could’nt be more happy. Come aboard and find yourself in the clouds.” 9
Taking Flight The Big Idea
Bring the World of to Life Undeniably,  the most apparent marketing element in the movie is the AIRSHIP and the world the film takes place in. It is grounded in the fantasy of steampunk anachronistic technology designed with art deco flair similar to the works of H.G. Wells and Jules Verne. Whether it be press mailers to one sheets or outdoor to PR stunts, every medium that is associated with this campaign will carry this aesthetic while the medium’s content will provide more insight to the film's plot and themes.
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Mid-Flight Festivities The Festivals
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Planning the Festivities Festival Strategy The festival strategy will activate with two objectives. One is to create waves in the Film Industry and the other is to connect with the fans at Fan Festivals. The bottom line of both strategies is to obtain the same goal: MEDIA EXPOSURE. Film Industry Exposure We will target film festivals that have high media coverage in relation to total event attendance. Here our stunts, marketing, and movie will receive the most impressions by traditional journalism and industry bloggers.
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Fan Festival Exposure For the Fan Festivals we will still look for high media exposure, but at these events it’s all about the attendees. Winning the praise of the bloggers, the tweeters, the early adopters, and the die hards is the real goal. Our goal is to connect with them in a way they’ll want to share with their friends.
Festival Schedule
July 2011
WORLD PREMIERE
COMIC-CON Film Festival, California July 21-24, 2011 Attendance: 125000 Media Attendance: 3500 Accredited Industry Attendance: 1200 Comic-Con International is a nonprofit educational corporation dedicated to creating awareness of and appreciation for comics and related popular art forms, primarily through the presentation of conventions and events that celebrate the historic and ongoing contribution of comics to art and culture.
August 2011
INTERNATIONAL PREMIERE
September 2011
Venice International Film Festival, Italy Aug 31st - Sept 10th, 2011 Attendance: 50000 Media Attendance: 3500 Accredited Industry Attendance: 6000 The 67th Venice International Film Festival, directed by Marco Müller and organized by the Biennale di Venezia, chaired by Paolo Baratta, will be held on the Venice Lido from 1st to 11th September 2010. The world’s oldest film festival, Venice has promoted international cinema as art, entertainment and industry since it began in 1932.
San Sebastian International Film Festival, Spain Sept 17th-25th 2011 Attendance: 220000 Media Attendance: 1138 Accredited Industry Attendance: 1604 The festival was founded in 1953. Although it was originally intended to honor Spanish language films, films of other languages became eligible for consideration in 1955, when the festival was specialized in color films.
Fantastic Fest Film Festival, Texas Sept 22nd - 29th, 2011 Attendance: 50000 Media Attendance: 2100 Accredited Industry Attendance: 1100 Called “The geek Telluride” by Variety, the country’s largest genre film festival specializes in horror, fantasy, sci-fi, action. Variety listed Fantastic Fest in a list of “10 Film Festivals We Love,” a list which included industry heavy-hitters such as Cannes, Toronto and Telluride.
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Raising Eyebrows Festival Kit
Boarding Pass Festival Kit To keep with the big idea, the basic movie information will be in the form of a boarding pass and folder. Included inside is: • • • • •
Personalized Boarding Pass Cast and Crew Bios Film Synopsis Press Release Pitch Letter
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Festival Kit
Extras Along side of the boarding pass, these will also be features in the Festival Kit to futher intrigue the screener:
Digital Festival Kit This USB is designed to create intrigue and curiousity towards the world that AIRSHIP takes place in.
DVD CASE/DVD The DVD case echos the one-sheet by utilizing two major marketable elements. The Airship and the glowing orb. The DVD inside will be in the shape of a porthole, looking out into an endless sky of clouds.
Key Art A behind the scenes look at the development of AIRSHIP.
AIRSHIP ONE-SHEET The one-sheet ustilizes two major marketable elements. The Airship and the glowing orb.
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Introducing Airship Airship's presence at the Festival The festival that we have chosen showcase as our film festival is Comic-Con. This festival is the perfect canvas for a highly engaging experience as hundreds of thousands of fans every year who are willing and eager to interact with brands and stories. This is also a perfect launch for our social media campaign as we begin our festival circuit.
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Airship Booth We will have a booth at Comic-Con that will serve as the hub for all of the AIRSHIP related events for the week. A full size Horace will be there to interact with visitors.
Outdoor Screenings To entice social engagement, we will have special “social� screenings of Airship in random areas in downtown San Diego. By following @AIRSHIPthemovie, audiences can have an exculsive experience.
Airship Blimp During the length of the entire festival, a radio controlled blimp with GPS will circle around the festival both indoors and outdoors. Attendees will be enticed to check in on Foursquare when they see the blimp to win a limited edition COMIC-CON/AIRSHIP badge.
Steampunk Costume Contest Comic-Con is traditionally a mecca for costume play, we will capitalize on this and offer an Airship Costume contest. We will entice attendees to show us their most creative Steampunk and Airship inspired costumes creating a strong brand association with this culture. The winners will be voted on by fans on our facebook fan page and the winner will receive an Airship inspired laptop.
Visiting the Purser Finding funding from a Studio
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Funding our Voyage Targeting a Disributor These studios were chosen because they have a history of creating experiences at fan festivals and understand the importance of connecting to a sci-fi or fantasy fan through these types of events. They understand a core to mass marketing strategy and have a better likelyhood of aligning with the Big Idea of bringing the world of AIRSHIP to life. They have been extremely successful in licensing trademarks and are known for creating some of the most immersive film campaigns to date.
WARNER BROS. PICTURES GROUP
4000 Warner Boulevard Burbank, CA. 91522 Phone: 818.954.1744
SONY PICTURES ENTERTAINMENT
10202 W. Washington Blvd. Culver City, CA 90232-3195 Phone: 310-244-4000
20th CENTURY FOX
10201 W. Pico Blvd. Los Angeles, CA 90064 Phone: 310-369-1000
Similar Immersive Campaigns or Themes: Harry Potter, Inception, Dark Knight Key Players: President, Jeff Robinov President of Marketing, Sue Kroll President of Domestic Distribution, Dan Fellman
Similar Immersive Campaigns or Themes: SALT, District 9 Key Players: Chairman & Chief Executive Officer,Michael Lyndon Co-Chairman, Amy Pascal Vice Chairman, Jeff Blake
Similar Immersive Campaigns or Themes: Titanic, Avatar Key Players: President,Hutch Parker Executive Vice President, Robert Marick
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Blasting the Airship Horn Using bloggers to pique interest. As with our festivals we will use social media to stimulate conversation and satisfy or intensify curiousity. We will use this to “Blast our Horn” and announce the arrival of AIRSHIP. To help secure distribution for our movie, outside of conversations with studios, we will also send PERSONALIZED BOARDING PASS mailers to industry influentials and the key players to create buzz and pique interest. Here is the information on some key bloggers that we will initiate conversations with.
HARRY NELS - AIN’T IT COOL NEWS - aintitcool.com email: harry@aintitcool.com twitter: @headgeek666 mail: P.O.Box 180011, Austin, TX 78718-0011 USA tel: (512) 784 6876
Speaking of Social Media, AIRSHIPthemovie can be found on these social networks:
NICK NUNZIATA - CHUD - CHUD.com email: NICK@CHUD.com twitter: @nicknunziata
On Twitter: @AIRSHIPthemovie On Facebook: facebook.com/AIRSHIPthemovie On the Web: AIRSHIPthemovie.com
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Inviting them Aboard Mailers
Aboard the Airship Party
Just like our festival mailers, AIRSHIP branded boarding passes will be mailed out to all key players and bloggers to create intrigue and curiousity. Each pass will be customized for their receiver. Along with all of the film information there is a code to redeem on AIRSHIPthemovie.com. Enter the code and...
...it reveals a secret industry party and AIRSHIP special viewing at the Edison in Downtown Los Angeles. The Edison is nightclub/bar in a repurposed 1930’s power plant and is the perfect environment to host an AIRSHIP party. The film will be shown to Industry Insiders, Key Publics, and Bloggers and their guests.
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Branded USB Preloaded with Digital Book and Trailers
In-Flight Entertainment Marketing AIRSHIP to Consumers
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Building up Steam Consumer Strategy Overview
To truly connect with the Sci-Fi / Fantasy fan, they have to know we understand them. They are fans that mix brand loyalty with battle royale, meaning they can be our greatest promoter or our number one detractor. It’s important to start entertaining these extremely influential and outspoken fans from the start. Fun movies can now have fun campaigns, because ticket sales show us it’s appreciated to create an experience. This is why a presence at Comic-Con is still vital even if our campaign eventually goes to mass market. As we creep upon our release date, the AIRSHIP campaign will feature more traditional advertising with some non-traditional flair.
MORE
CORE
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Our Maiden Voyage Release Date
After the festival circuit to build buzz and to release before the hoilday season, we have chosen the date of November 11, 2011, to release Airship as a wide paltform release. 11-11-11 is a very inspirational and wonderous date, just like the movie AIRSHIP.
Wide Release
2500 Screens
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Our Maiden Voyage Updated One Sheet & Trailer
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UPDATED ONE SHEET The Warner Bros. logo has been added as well as the 11-11-11 release date.
THE TRAILER PREMIERE The first AIRSHIP trailer will launch in theaters as a trailer just before the second part of Harry Potter and the Deathly Hallows premieres. This will signify the launch of AIRSHIP’s campaign.
Bringing Airship to Our World Out of Home The key to AIRSHIP’s OOH strategy is to GO BIG. The Airship itself is our greatest asset, and this is the best way to celebrate the ship’s arrival to our world.
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Bringing Airship to Our World Feeding the Travel bug
BUS SHELTERS AND AIRPORTS Advertising on bus shelters and at airports targets audiences when travel is top-of-mind.
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Bringing Airship to Our World Print For print, we will not be taking out any half page or full page ads. In fact we will not be taking out ads at all. What we are going to do is purchase full wraps of each one of these industry publications and redesign them to AIRSHIP steampunk style. All the articles will still be the same, but the outside will look like they were pulled off of the shelves aboard the AIRSHIP. This will further immerse the public into the world of AIRSHIP.
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All Hands on Deck Corporate Synergy TIme Warner is the largest entertainment conglomerate outside of The Walt Disney Company. Utilizing the entertainment subsidiaries and properties that Time Warner has control of will further extend the reach and effectiveness of the Airship campaign.
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Here are some of the proposed partnerships with Time Warner properties.
HBO/Cinemax will have 30 minutes behind the scenes and making of featurettes in their scheduling. This long look into the world of AIRSHIP will invite movie fans to engage with the dense world of AIRSHIP.
ADULT SWIM will have its famous simple text commentary reference AIRSHIP during its commercials. The text commentary, known for its insight into pop-culture, will introduce the world of AIRSHIP in a light and unaggressive way to create top-of-mind awareness.
TBS will partner with AIRSHIP during a weekend of Fantasy and Sci-Fi movies brought to you by AIRSHIP. During the marathon behind the scenes featurettes will introduce the world of AIRSHIP to viewers. AIRSHIP will also be featured as a sponsor on TBS’s Dinner and a Movie.
DC Comics will publish an AIRSHIP comic that serves as a prologue for the movie. The story is of FINK and HORACE’s relationship before the movie AIRSHIP takes place and Horace’s robot brain goes missing. These comics will be given out as limited edition copies at Comic-Con and other festivals.
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Spot the AIRSHIP Using Traditional Advertising in a Very Non-Traditional Way Much like we used the R/C Airship at the Comic-Con Festival, we will have a full size blimp tour the nation while the movie is being promoted. If users see the blimp, they can check in with Twitter and Foursquare to receive an Airship Badge. The tour will start at the Comic-Con festival and end at the movie premiere in Los Angeles.
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The Airship Returns to Homeport Movie Premiere When the AIRSHIP blimp makes its way to Los Angeles on 11-11-11 it will circle the Fox Theater in Westwood Village as the real AIRSHIP finally takes flight. The Fox theater was picked for its aesthetic and its proven ability to create some very memorable movie premieres. Twitter followers that spotted the blimp nationwide and checked in with Foursquare will be flown out for the premiere as a surprise sweepstakes. The entire premiere will be streamed on our Facebook page LIVE to enable fans from all over the world to experience the event.
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Media Plan
With a core to more mentality the budget spent on microtargeting fans online will be more than average. The massive mass push will be in the final month of the campaign to keep top-of-mind for the mass audience.
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Media Plan
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Pitch Schedule
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Budget Media Budget
Television
Radio
Outdoor
Internet
$ $ $
$ 35
Acknowledgments Thank you to the Chapman University professors and students that have educated, challenged, supported, and inspired me to achieve my goal to have a career in the world of advertising.
Cory O’Connor Janell Shearer Ray Roschmann Cheril Hendry Eric Spiegler Dawn Taubin Veston Rowe Tyler Pavey Karina Nahai Anna Duffy Simon Blockley Lexi Vanni Kate Eglen Nathalie Con Jon Blomgren Andreas Robichaux Kimmy Kirkwood Samantha Roper Zachary Reusing Tom Arthur Chapman University Advertising Club Past and Present Chapman University NSAC Teams and Brian Chandra
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Special Thanks to: Churchill Barton - Brettuns Village Creative Etching Eric Seilo Elisa Anguiano Dave Grau My Family And for all of her patience, love, inspiration and support throughout the years: Jennifer Barba