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Blu-ray and DVD Release of Marley and Me from Twentieth Century Fox Home Entertainment

The Back Story:
When we’re not making celebrities out of up-and-coming actors, we’re introducing Canadian media to Hollywood A-listers. So when Twentieth Century Fox Home Entertainment asked us to launch Marley and Me on DVD and Blu-ray Disc, we couldn’t resist asking for the true star of the show, one of the dogs who played lovable but unruly Marley.

The Task:
We wanted to treat Brody, an American Labrador Retriever who played Marley, with the same glamour and glitz any Hollywood star would expect. So we organized a Hollywood-style media tour to introduce him and his trainer to national top tier entertainment media and decked out a hotel suite with luxury dog accessories and snacks. It was a great way of creating news around a home entertainment launch.

What Happened:
Each interview was pitched as an opportunity to meet a canine celebrity and his trainer who could reveal behind-the-scenes movie secrets about Brody’s performance while providing tips worth considering before venturing into puppy ownership.

The Final Tally:
Media coverage for the dog and trainer’s visit and the Blu-ray and DVD release of Marley and Me was a huge success. Brody and his trainer were interviewed in studio at CTV’s Canada AM and Entertainment Tonight Canada while Canadian Press’s Life Section, Cosmo Television and national tween magazine The Magazine Not for Adults met with Brody in his hotel suite.

Additional Canadian coverage of the DVD release appeared nationally in 182 outlets. The combined media relations efforts created more than 77 million media impressions.