SITUATION
As Universal prepared to release the Johnny Depp gangster saga “Public Enemies,” Boelter + Lincoln sensed a hugePR opportunity. Since the movie was filmed in Wisconsin, B+L created a media relations and web content campaignthat maximized awareness of the filming locales and successfully positioned them as tourist attractions.

GOALS & OBJECTIVES
- Leverage studio-generated publicity for “Public Enemies” to promote Wisconsin locations.
- Use related content to drive visitors to travelwisconsin.com
- Drive visitors to “Wisconsin Gangster Tour” sites and events

IMPLEMENTATION
- B+L created “Wisconsin Gangster Tour” web content, including feature article, map, videos
- B+L created “Wisconsin Gangster Tour” press release, spotlighting locations, events, web content
- B+L pitched the story as an exclusive to Associated Press; and later to New York Times

RESULTS
- 104 media outlets picked up the story, including New York Times, Chicago Tribune, San Jose Mercury News, Dallas Morning News, Arizona Star, Yahoo.com, Google.com, msnbc.com.
- All stories referenced the web content (with site link) and mentioned map, special events
- Total advertising equivalency value for coverage generated exceeded $7 million
- The web feature got 23,456 page views – most of any article on travelwisconsin.com