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Lucasfilm developed a high-end home version of its THX sound system popularized in move theaters. Although its initial target market was an elite group of technology early adopters and home theater enthusiasts, the challenge was to introduce Home THX through a compelling, unique presence at the Consumer Electronics Show (CES).

Our strategy was to offer exclusive television and print interviews with the media-shy George Lucas in advance of CES to build enthusiasm and excitement for Home THX – then rise above the clutter of CES and create media buzz and extensive coverage by staging invitation-only Home THX demonstrations in an off-site mock home theater.

Home THX received rave reviews and was positioned as one of the best home products at CES and THE home theater sound system. Extensive overage was garnered across a variety of media, including Good Morning America, The Wall Street Journal, USA Today, major daily newspapers and technology, entertainment and sound/theater/music enthusiast publications. Sales goals were met of exceeded because of the strong sell-in through the media and presence at CES.

Pepsi wanted to reinvigorate its Mountain Dew brand to target a young, X-sports identified market. We developed the Northern California public relations campaign to reposition the brand and reinforce the "Get Vertical" national advertising tag line. Before the "sport" peaked, we created a velcro wall jumping promotion that traveled to supermarket parking lots (point of purchase) and college campuses, actively engaging consumers and garnering over an hour of TV coverage alone. Northern California sales exceeded all other regions nationwide; the promotion was repeated eight months later with equal success.

Pepsi wanted a strategy for a pre-launch, pre-advertising promotion of Crystal clear cola brand, so we recommended creating a holiday season co-promotion with San Francisco’s Embarcadero Center to generate positive product awareness and demand prior to Crystal’s Super Bowl ad launch and supermarket availability. The promotion a featured free ice skating rink that served a 60-mile radius and featured first-time vending machine placement in the upscale Embarcadero Center office/retail complex (daily passersby totaled 25,000) to fulfill product demand. The promotion resulted in brand momentum that led to Crystal sales in Northern California far surpassing all other markets. The ice rink has become an annual holiday season attraction for Embarcadero Center to help boost holiday retail sales.

International law firm Brobeck, Phleger & Harrison was hit hard by the technology bust and the departure of several partners. New firm management was beleaguered by a series of crises and negative media coverage. Brazer Communications developed and executed an internal and external communications strategy to help bolster employee and partner morale, manage media coverage and reporter relations and re-establish Brobeck’s positive reputation. Spokespersons were assigned to specific issues that arose and received media coaching and interview preparation. Negative content was significantly reduced or eliminated from media coverage and Brobeck partners were much more widely quoted as expert sources -–or the topic of features – in such national business media as the Wall Street Journal, Forbes and the Daily Deal. Mara Brazer also served as a trusted, confidential advisor to firm management as issues and crises arose.

Permission was granted by the NHL to create a new professional hockey team in the Bay Area. When we were hired to launch the San Jose Sharks, they had no location, name, colors or team. The first game was 18 months away and hockey had bombed in the Bay Area in the 70s. Even so, our team was challenged to motivate the public to purchase season ticket deposits as proof of the efficacy of our communications campaign. Unrolling carefully measured public and community relations strategies designed to build credibility and momentum in the marketplace, deposits sold out in six weeks! The rest of the campaign was equally effective and the Sharks made their debut with an enormous following, acceptance as a peer among other professional sports teams and a national public profile.

Metreon - A Sony Entertainment Center: Building a Brand and a Destination

In 1998 Sony began construction on a new concept destination called Metreon - A Sony Entertainment Center, located in San Francisco. The communications challenge was to clearly align the center with its parent company creating a branded marketing platform for Sony's products and services, while at the same time creating a unique community connection that would keep it dynamic and fresh.

The pre-opening communications strategy was to launch the center as a destination and build the Metreon brand through compelling experiences and events, working with retailers, partners and the community to develop a strong presence for Metreon and provide fresh, innovative retail and entertainment offerings to attract city dwellers, suburbanites, families, and tourists.

In 1999 Sony launched Metreon as its branded retail entertainment center, with unique retail offerings, attractions, a popular selection of dining options and one of the top-attended movie theatre complexes in the nation. Within two years, attendance exceeded expectations with more than six million guests per year, contributing to the economic revitalization of the area and becoming one of San Francisco's top destinations.