AARP Movies for Grown-Ups

Bronze for Best Special Event/Stunt

As AARP’s AOR, we elevated AARP’s Movies for Grown-ups Awards franchise, by using media relations to further position the event as a coveted Awards Season annual must-attend standalone entity. The campaign was 100% driven by earned media through public relations tactics and aggressive media outreach securing 2.1 billion media impressions.

We created pre-event excitement by hosting a lunch for AARP’s 2016 honoree, Michael Douglas (Academy Award winning producer, actor) in December, 2015. Coverage from the lunch was re-merchandised to draw top talent from nominated films, and more news outlets to cover the 2016 event live from the Red Carpet. Prior to the ceremony, we announced the Top 10 films of the year, with winners covered by both entertainment trades like the Hollywood Reporter, and national news outlets including The Huffington Post and USA Today.

The third wave of coverage came from night-of coverage by 50 news outlets working on site. Finally, the fourth wave was driven by a post-event recap press release, images and B-roll that celebrated the top moments from the ceremony. Rogers & Cowan worked with AARP to make the event more press-friendly and easy to cover by recommending that the Red Carpet be increased to accommodate more high profile news outlets. With additional space on the carpet, the team conducted aggressive outreach with returning, as well as new domestic and international media outlets to populate the carpet.

Dedicated members of our team reviewed and captioned images to help reporters on site, as well as off-site file stories. Photos were also distributed by a wire agency to broaden access to images. Talent was encouraged to visit the Social Media booth before or after the carpet to tweet/post and engage in the AARP Snapchat story.

AARP Movies for Grown-Ups