ENTERTAINMENT MARKETING

PREPARED FOR

Industry leader for 50+ years

Entertainment agency with award-winning clients across all platforms

Offices and 115+ agentsin Beverly Hills, New York, Nashville and London

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AGENDA

NEW YORK LIFE: OUR UNDERSTANDING

APA: ENTERTAINMENT MARKETING

• MARKETING OBJECTIVES

• LEAD GENERATION

• COST EFFECTIVE

WHY APA

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

• New York Life gives you and your loved ones the peace of mind that comes with being backed by one of the strongest, most financially secure companies in the world

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NEW YORK LIFE OUR UNDERSTANDING

SOURCES: NEW YORK LIFE WEBSITE (2014), NEW YORK LIFE YOUTUBE CHANNEL (2014)

• Keep good going

• Family first

• Love

• Strength

• Commitment

• Peace of mind

• Future generations

• Being a role model

• Legacy

• Life choices

• Paving the way

• Tradition

• Pride

• Security

• Inheriting values

• Growing old happy

New York Life Marketing Objectives

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

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APA ENTERTAINMENT MARKETING

• APA provides cost-effective entertainment industry activations that will strengthen and reinforce positive consumer perception of New York Life while generating sales leads

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

FILM PARTNERSHIPS

FESTIVALACTIVATIONS

PREMIUMACCESS

TVSHOWS

CONCERTTOURING

TALENTPROCUREMENT

6PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

MARKETING OBJECTIVES

APA partners with projects that share our clients’ marketing objectives

7PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

PaddingtonA young bear travels to London in search of a home. Finding himself lost and alone, he meets the kind Brown family, who read the label around his neck (“Please look after this bear. Thank you.”) and offer him a home… until he catches the eye of a museum taxidermist...

Marketing Objectives: • Love• Family first• Strength• Life choices• Security• Keep good going

FOR EXAMPLE

+

=

8PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

Telluride Film Festival

A highly prestigious event considered one of the world’s best film festivals, Telluride is an expertly programmed showcase designed for sophisticated

viewers

• Breadwinners• Heads of households• Affluent

• HHI: 37% > $200K• 54% age 45-64• Educated

Telluride audience = NYL target market

+

OR

9PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

Every studio, network and festival gives their partners access to VIP events

Attended by

Our clients’ sales teams attend these events as partners

• Galas• Receptions

• Film screening• Red-carpet events

• Executives• HNW individuals

• Breadwinners• Heads of households

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PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

APA knows the most difficult part about sales is starting the conversation

We provide that conversation starter

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PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

CONVERSATION STARTER

“We’re a proud partner…”

of

12PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

Our clients generate leads and sales appointments through partnerships that result in arranged introductions and organic networking opportunities

at qualified events hand-picked by APA

LEAD GENERATION

Many other agencies will require their clients to engage in traditional pay-to-play partnerships

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New York Life is a proud partner of

in theaters June 17, 2016TAG

New York Life is a proud partner of

in theaters TBD, 2015

OvernightNew York Life is a proud partner of

in theaters TBD, 2015

Overnight

TAG

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

COST EFFECTIVE

We utilize our clients’ already existing promotional assets

HOWEVER

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SOURCE: VARIETY MASSIVE MARKETING SUMMIT (2014)

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

$1,000,000 50 million

TRADITIONAL PRODUCT PLACEMENT

2-second shot of brand logo in a blockbuster movie

15PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

APA PARTNERSHIPS

Our promotional campaign with Marriott and the film 42

364 million$500,000

Marriott International is using the release of the new film “42,” about Jackie Robinson breaking Major League Baseball’s color line, to promote its loyalty program to African-Americans. The campaign — which involves a Facebook contest, special screenings of the film and promotion of “42”

on hotel room TVs, among other initiatives — is the first time Marriott International has done niche marketing for the loyalty program, called Marriott Rewards. 

Apoorva Gandhi, vice president for multicultural markets and alliances at Marriott International, said the hotel company

had opted to use the film to reach African-Americans because “it matches our culture, theme and values. The Jackie Robinson story is about the opportunity to break down barriers, opportunity for all, equality and inclusion. These values match well with Marriott International.”

Marriott Ties in With ‘42’ to Promote Loyalty Program

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minimal hard costs combined with in-kind contributions

deliver results

LEADS GENERATED

MARKETING OBJECTIVES REACHED

COST-EFFECTIVE

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

WHY APA PROVEN RESULTS

• APA has a proven track record of selecting successful films for cost-effective promotional partnerships, integrations, and other activations that accomplish our clients’ marketing and sales objectives

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Think Like a Man

Film integration and promotional partnership with Marriott, diversity• #1 film two weekends in a row

42

Promotional partnership with Marriott, diversity• #1 film opening weekend

The Great Gatsby

Promotional partnership and screening withThe Ritz-Carlton, upscale market• Won 2 Oscars, Best Achievement in

Costume Design and Best Achievement in Production Design

12 Years a Slave

Experiential marketing with Bombardier, sales• Won 3 Oscars including Best Picture

August: Osage County

Experiential marketing with Bombardier, sales• Nominated for 2 Oscars, Best

Performance by an Actress in a Leading Role (Meryl Streep) and Best Performance by an Actress in a Supporting Role (Julia Roberts)Need for Speed

Film integration and promotional partnership with Lamborghini, car-enthusiast market• #1 film globally 2 weekends in a row

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

• APA has all the tools of the entertainment industry on-hand

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WHY APA CONNECTED

CONTENT CREATORS

DISTRIBUTION

VENUES

PARTNERS

REPRESENTATION

TALENT

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

WHY APA TALENT PROCUREMENT

• When procuring talent corporate events, APA will use our talent or go out to other agencies and negotiate the best deals without an added rate on top

19PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

We are able to cut 20% from talent buying fees

We do this regularly for Fortune 500 companies

WHY APA BRAND PORTFOLIO

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SOURCES: BOMBARDIER WEBSITE (2014), LAMBORGHINI WEBSITE (2014), AUTO EVOLUTION (2014), MARRIOTT NEWS CENTER (2014), PR NEWSWIRE (2014)

MARRIOTT INTERNATIONAL

With more than 4000 properties in over 80 countries worldwide and the broadest portfolio of brands in the industry, Marriott International is a global lodging leader• As the industry’s most powerful global distribution system, leading frequent-traveler program,

and innovative global sales and marketing strategies, Marriott gives guests and owners the confidence to put their trust in their brands

BOMBARDIER

Bombardier is a world leader in the design, manufacture and support of innovative aviation products for the business, commercial, specialized and amphibious aircraft markets• Bombardier has the most comprehensive aircraft portfolio in the world and holds the number one

position in business aircraft sales

LAMBORGHINI

Lamborghini is a world class manufacturer of some of the fastest and most exclusive super sports cars in the world• Lamborghini manufactures some of the world’s most sought-after super sports cars; the exclusivity

and demand of a Lamborghini Aventador commands at least a one year waiting period for customers

AUTOGRAPH COLLECTION HOTELS

The Autograph Collection is Marriott International's exclusive portfolio of independent hotels and resorts from around the world representing upper-upscale and luxury properties with distinctive personalities• “Exactly like nothing else”

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

• APA’s intimate corporate client list consists of best-in-class premium brands, like-minded to New York Life

from

THANK YOU

ACTIVATION

Marriott Rewards logo on the press wall at the Hollywood red-carpet premiere

Press and TV coverage of premiere, after-party, and overall promotion

Red-carpet sweepstakes through Facebook

Custom-built trailer in-room at 1200 North American Marriott hotels

Custom-designed key card inserts in 160 hotels

Pre-screenings for Marriott preferred customers, partners, and associates

Marriott logo on the Warner Bros. website and social channels

Mention of Marriott in Warner Bros. press releases for the film

Rights to license Jackie Robinson’s likeness

APPENDIX APA SUCCESS STORY

• Marriott International/Marriott Rewards utilized APA to strengthen their loyalty program by reaching a diverse audience via our highly successful promotional partnership with the Jackie Robinson biopic 42

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Marriott International is using the release of the new film “42,” about Jackie Robinson breaking Major League Baseball’s color line, to promote its loyalty program to African-Americans. The campaign — which involves a Facebook contest, special screenings of the film and promotion of “42”

on hotel room TVs, among other initiatives — is the first time Marriott International has done niche marketing for the loyalty program, called Marriott Rewards. 

Apoorva Gandhi, vice president for multicultural markets and alliances at Marriott International, said the hotel company

had opted to use the film to reach African-Americans because “it matches our culture, theme and values. The Jackie Robinson story is about the opportunity to break down barriers, opportunity for all, equality and inclusion. These values match well with Marriott International.”

Marriott Ties in With ‘42’ to Promote Loyalty Program

HARD COSTS =MARKETING OBJECTIVES364 MILLION IMPRESSIONS$18 MILLION VALUESALES LEADS

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.

HARD COSTS =MARKETING OBJECTIVES130 MILLION IMPRESSIONS$2.6 MILLION VALUE4 SALES PROSPECTS

ACTIVATION

VIP flight passengers included Julia Roberts, John Wells, Juliette Lewis and Ewan

McGregor

Branding via presenting sponsorship of the August: Osage County TIFF party

Press coverage in top US and Canadian outlets including Yahoo! and Vancouver

Sun

Introductions to 4 qualified sales prospects

APPENDIX APA SUCCESS STORY

• Bombardier received sales and promotional benefits comparable to top-paying sponsorship benefits from The Weinstein Company for round-trip transportation to TIFF

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The Cast of August: Osage County En Route to the Toronto International Film Festival

PROPRIETARY AND CONFIDENTIAL, PREPARED FOR NEW YORK LIFE BY APA.