KAREN M CRISTELLO, MBA, CTSM
brand development
integrated marketing communications
events & trade shows
Love & Rockets product placement. Me, with David J and Daniel Ash
Product placement for Gwen Stefani won us a mention in the Oregonian newspaper.
PUBLIC RELATIONS
DR. MARTENS AIRWAIR USA:
PR & PRODUCT PLACEMENT
BACKGROUND
As PR Coordinator, and later, Manager, my responsibilities were three-fold:
-
To support "grassroots" events;
-
To create impactful PR communications; and
-
To increase product placement among musicians, actors, and artists.
GRASSROOTS EVENTS
In addition to sponsoring overall events, we had lots of smaller, private, "grassroots" events, such as backstage parties and green room sponsorships. Read more about our sponsorships and partnerships.​
​
PR COMMUNICATIONS​
We focused most of our energy on earned media—which we felt was more authentic to our target audience—as opposed to paid and owned media. However, I did write the occasional press release and sponsored radio ads.
-
Press release: Seven Mary Three
-
Press release: Dr. Martens apparel debut
-
Radio spot: Big-Ass Show
-
Radio spot: Live 105 Concerts
​
PRODUCT PLACEMENT
​I increased product placements by 250% by making timely, suitable placements for high-profile music events, TV, film, trade/consumer publications and fashion shows, including:
-
Musicians: Beck, Foo Fighters, Radiohead, Snoop Dogg, Tricky, KMFDM
-
TV: Saturday Night Live, MTV, The Tonight Show, Shakespeare Theatre (Washington, DC)
-
Magazines: Rolling Stone, GQ, Juxtapoz, New York Times Magazine, Cosmopolitan
​​