The Marlene Dietrich Sale
To plan and execute a comprehensive PR strategy to publicise the sale of 150+ items belonging to Hollywood icon Marlene Dietrich in conjunction with launching Auction My Stuff – a new service offering to the business.
- To promote the Marlene Dietrich Sale to encourage people to join and bid.
- To introduce the new ‘Auction My Stuff’ element of the business to consumers and to promote all the benefits that this service offers.
- To position the curator of the sale, Megan, as an expert in her specialist field, to raise the profile of the business and to increase consumer trust in the brand.
- To ultimately drive traffic to the website and increase transactions.
Originality and Creativity
PHA worked closely with the curator of the sale to pinpoint the most unusual and interesting items, and to learn the stories behind them, in order to engage and captivate our target arts, news and showbiz journalists. We also learnt the fascinating personal anecdotes about the Hollywood actress from her grandson, which in turn allowed us to generate more in depth feature coverage on the sale.
Strategy and Implementation
We organised one-on-one interviews with Marlene’s grandson David J Riva with selected national press, speaking about his relationship with his grandmother and his decisions behind selling her items. We also secured interviews for the curator of the sale Megan, with key broadcast press such as BBC Radio 4’s Woman’s Hour. In addition to this we invited LA correspondents working for the national UK press and leading publications in the US, to view and film the items on display at the Hollywood museum.
Results and Evaluation
The campaign resulted in wide spread coverage in both national and international publications including The Guardian, The Evening Standard, The Daily Mail, The Wall Street Journal, Vanity Fair and The National Enquirer. Broadcast interviews were also secured with BBC Breakfast, Sky News and BBC Radio 4’s Woman’s Hour. The campaign generated worldwide audience and readership figures in excess of 500 million. The publicity generated drove a substantial amount of traffic to the Auction My Stuff website which resulted in 3,900 bids on the sale in addition to prompting other private sellers to get in touch about auctioning their items.