Collaborations

COLLABORATIONS

Corporate Sponsorships | Co-Branding | Cross-Promotions

Pacific Film Foundation’s Joe Hartnett, now a director and producer of documentary films and television series, first established himself in the entertainment industry as a marketer who understood how to develop, create, and manage successful film tie-ins, cross-promotions, and events with “tentpole” films and major broadcast and cable networks.

Along with his primary collaborator, educator Dayle D. Hartnett, Ph.D., they apply these established principles to today’s documentary and entertainment projects.

CASE STUDY BRIEFS

The UCLA Alumni Association has over 400,000 living UCLA degree-holders as members. Its Alumni Travel Tours take alumni, families, friends, and sophisticated travelers on global journeys. Joe and Dayle Hartnett participated in the Cuba Tour of 2016, which took place just after the island nation was visited by Pope Francis and the Rolling Stones. Their short documentary was filmed using iPhones, edited by UCLA's marketing department, and posted to the UCLA Alumni Travel Website.

Joe Hartnett met the vice-president of marketing of the Discovery Network and told her about the “signature” Tahiti tourism experience of "shark feeding." This meeting led to a multi-year promotion which included sweepstakes, in-store and online promotions, thousands of commercials featuring Tahiti, and a six-figure database.

PETCO needed to manage their burgeoning family brand, with new stores opening every month. There was also a new fast-growing Internet presence, which required a focused Integrated Marketing Communication approach.

Joe Hartnett created many new promotional partnerships such as this tie-in with the successful Disney feature film, Air Bud.

Switzerland Tourism was the first destination marketing company to recognize the value of the Internet for tourism. In addition to the high profile film tie-in, Joe Hartnett, supervising a four-agency worldwide team, developed and launched the first eCommerce system for a tourism destination - Switzerland, featuring seven languages and content targeting 37 global markets.

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City of Hope National Medical Center came to Pacific Film Foundation seeking, in the words of their brand manager "a more sophisticated approach" to show their successful breakthrough cancer research. Recommending a documentary film with three-time Oscar Winner Mark Jonathan Harris to co-direct the film with writer Steve Albrezzi, a short film (11 minutes), A Delicate Balance was created.

Columbia Tristar came to Joe Hartnett three months before their new film, Multiplicity was to be released; Xerox had backed out of a deal with the studio. Joe Hartnett immediately contacted his client, Toshiba Copiers, who agreed to spend over $1 million to integrate Toshiba into a $12 million theatrical release campaign, including television (CNN), radio (news and talk programs), newspaper (Los Angeles Times, New York Times, Chicago Tribune), dealer in-store programs using movie theater “standees,” and the world premiere on the floor of the New York Stock Exchange.

Joe Hartnett suggested that Lawrence Bender (An Inconvenient Truth, Reservoir Dogs) and ThinkLA create and launch the public service campaign for the “18 seconds upgrade for lightbulbs”.

Joe Hartnett served as volunteer chair of the American Cancer Society's smoking cessation event in California, partnering with Pepsi and Taco Bell to reach high school students just beginning to smoke.

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Our solutions give you the ability to market to your perfect targeted audience on a local and global scale by maximizing your reach impact across devices, interests and locations.

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Our solutions give you the ability to market to your perfect targeted audience on a local and global scale by maximizing your reach impact across devices, interests and locations.

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Our solutions give you the ability to market to your perfect targeted audience on a local and global scale by maximizing your reach impact across devices, interests and locations.

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Our solutions give you the ability to market to your perfect targeted audience on a local and global scale by maximizing your reach impact across devices, interests and locations.

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