PARAMOUNT PICTURES

In 2009 Paramount Studios had a problem. They were one of the premier movie and TV production studios in the world and offered some of the latest advancements in production technology. Unfortunately they were seen as old fashioned and behind the times. I was brought in to help overhaul their brand and bring it up to date in this modern, digital age. In addition to their main brand, I helped create and revitalize numerous sub-brands that fell under the overall studio services umbrella.

 

THE STUDIOS AT PARAMOUNT

With a target audience mostly consisting of leading producers and executives of high-budget movies and TV shows, I was speaking to experts in their field who demanded and expected extreme value. I offered copy with “swagger” that portrayed Paramount as the place with the most up-to-date tools and people – a place where excellence is a simple, everyday occurrence. Results were dramatic as sound stage rentals increased 28% within a year. They also reclaimed past major clients that hadn’t set foot on the lot for over a decade.

 

PARAMOUNT ON LOCATION

This newly created sub-brand focused on lighting, grip and transportation services for filming off the studio lot. The new name, which I originated, was officially launched in the fall of 2011. With a similar audience to the overall studio brand, the writing tone and style is similar, but it required a greater understanding of the equipment and services offered.

 

PARAMOUNT PICTURES STUDIO TOUR

Polling research showed that movie history and the movie making process were the main interests for studio tour guests. I incorporated these drivers into effective copy as branding formats evolved. Since this was the only consumer audience for the studio, I developed a different tone that aggrandized the lot and played off the gilded image of Hollywood. Results were astounding as they went from filling 40 tours a week to 280 tours a week, including the launch of two new tour options.

 

PARAMOUNT PICTURES SPECIAL EVENTS

This Paramount brand focused on services for events held on the studio lot. They wanted to transition from hosting numerous smaller events to being an exclusive venue for larger events. I provided copy that emphasized the potential for creating unique and epic events by using Paramount’s movie production resources. Results have been positive. They now successfully attract larger, more profitable clients.

CLIENT/EMPLOYER INFO

Studio Group division offering global support to movie and TV productions, special events hosting and public tours

 

DATE OF PROJECTS

2009-present

 

ROLES

Brand Manager & Copywriter

Brand Development

Messaging & Brand Narrative

Internal Communications

 

PROJECT TYPES

Print/Digital Ads

Web

Direct Response

Newsletters

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