If Opportunity Knocks, Don’t Just Open the Door, Let PR Tear it Off its Hinges.


It’s not every day a place the size of Elizabethtown (around 25,000) becomes the focus – and the title – of a major motion picture. With Elizabethtown, the movie, only three weeks from release, the Elizabethtown Tourism and Convention Bureau contacted AD-SUCCESS about the best way to capitalize on what could be a PR & tourism windfall. Despite the brief lead time, AD-SUCCESS created and distributed PR materials for this once-in-a-lifetime chance to shine the bright lights of Hollywood on a small, scenic Kentucky city. Along with press releases, print materials, and a gala reception, AD-SUCCESS produced and distributed an “in-movie theatre promo” that told the REAL Elizabethtown story to theatre audiences in Ohio, Tennessee, and Illinois – key markets for the town’s thriving tourism business. The overall effort resulted in a PR bonanza, as the Elizabethtown movie/city story was picked up by the AP, and in regional TV and newspaper coverage.