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You can’t put your name<br />
on the Mona Lisa.<br />
But you can put it on a<br />
truly remarkable<br />
public television program<br />
about its 1911 theft.<br />
Mona Lisa Is Missing<br />
Proposal for Public Television Sponsorship
Ms. Jamie Ceman<br />
Vice President of Strategic Marketing and Communications<br />
Ms. Stacy Nagai<br />
Manager, Public Relations<br />
<strong>Chapman</strong> University<br />
Strategic Marketing and Communications<br />
One University Drive<br />
Orange, CA 92866<br />
Dear Ms. Ceman and Ms. Nagai,<br />
Right now there are parents watching public television that do not know that <strong>Chapman</strong> University is<br />
the right choice for their children’s higher education.<br />
Right now there are students watching public television looking for undergraduate and graduate<br />
schools that do not know <strong>Chapman</strong> University is the right choice to help them to create their<br />
futures.<br />
But that can change.<br />
We would like to present you with an exclusive sponsorship opportunity that reaches an audience<br />
perfectly suited to take advantage of the <strong>Chapman</strong> University’s personalized education for their<br />
children or themselves- an audience that is affluent, educated, and proven to respond – an audience<br />
that will be hugely impressed by <strong>Chapman</strong> University’s direct association with Leonardo da Vinci’s<br />
masterpiece, the Mona Lisa, and the award-winning documentary about its 1911 theft from the<br />
Louvre.<br />
Mona Lisa Is Missing, written and directed by Joe Medeiros, former head writer of The Tonight Show<br />
with Jay Leno and the leading international expert on the theft of the Mona Lisa, is a remarkable film<br />
that hits the storytelling trifecta of art, history and culture. This internationally acclaimed film is as<br />
much a perfect fit for public television as it is for <strong>Chapman</strong> University.<br />
In 2019 Mona Lisa is Missing will premiere on public television and with it comes the opportunity for<br />
<strong>Chapman</strong> University to reach the premium national public television audience – an audience with a<br />
greater concentration of high-income, high-net worth, and highly-educated viewers than is available<br />
on any other cable or broadcast network.
programming. A spot featuring “<strong>Chapman</strong> University, a proud sponsor of Mona Lisa Is Missing” is<br />
an attention grabber.<br />
The proposal you are about to read describes a sector-exclusive opportunity that includes two<br />
sponsor messages at the beginning and end of each airing of the film over its two-year run on public<br />
television throughout the country.<br />
<strong>Chapman</strong> University is an exceptional sponsor for Mona Lisa Is Missing - an exceptional program for<br />
public television. We look forward to exploring how, through sponsorship; we can partner with<br />
<strong>Chapman</strong> University to raise its visibility among parents, students and patrons that make public<br />
television programming their preferred information and entertainment choice in America.<br />
Respectfully submitted,<br />
Justine Mestichelli Medeiros, CFO/Producer<br />
Joe Medeiros, President Writer/Director<br />
Midair Rose Production, Inc.
EXECUTIVE SUMMARY<br />
Mona Lisa is Missing – The True Story about the Man Who Stole the Masterpiece is an award-winning documentary<br />
film that tells the remarkable—and little-known—story of the theft of the world’s greatest masterpiece.<br />
Screened nationally and internationally to enthusiastic audiences since 2013, its evergreen subject continues to<br />
enchant astute documentary fans even today. The film has been seen around the world on television in Asia<br />
and Europe, and at international film festivals and screenings at universities, libraries and museums. Yet the<br />
most frequently asked question from American audiences is, “When can I see Mona Lisa Is Missing on public<br />
television?”<br />
Mona Lisa is Missing is now slated to debut on public television in the United States to millions of new viewers<br />
in the first quarter of 2019. PBS SoCal, the second largest media market in the United States, has already<br />
made a verbal commitment to include the made-for-tv version of the film in its program schedule.<br />
The documentary tells the story of filmmaker Joe Medeiros’s 33-year quest to find the facts about Vincenzo<br />
Peruggia’s involvement in the theft of the Mona Lisa. His search took him to Italy to meet the thief’s 84 yearold<br />
daughter, Celestina Peruggia, whom he hoped would tell him her father’s motivation for his crime. What<br />
he encountered was a daughter who knew little about her father’s life. But she did give him a mandate to<br />
discover and bring back to her the truth about Vincenzo Peruggia and his unthinkable theft of the Mona Lisa.<br />
Midair Rose Productions, a California-based media production company financed and produced the film.<br />
Midair Rose’s president, Joe Medeiros, is considered the leading expert on the theft of the Mona Lisa and has<br />
appeared in the Smithsonian Channel’s Museum Secrets Revealed and Ovation TV’s Raiders of the Lost Art.<br />
Medeiros had a career spanning 22 years in late night television as a comedy writer for The Tonight Show With<br />
Jay Leno and served 17 years as head writer for Leno’s number one show in late-night talk show.<br />
A limited number of sponsorships are available for the public television broadcast of Mona Lisa is Missing.<br />
In today’s multi-channel, multi-media universe, public television stands alone with a unique value proposition:<br />
a highly-trusted brand; an educated and affluent audience like no other on television; and an environment that<br />
makes your message stand out.<br />
Sponsor credits—which are attached to the film for its two-year public television run—are available in 30-,<br />
15-, or 7-second lengths. Coldwell Banker Global Luxury will reach a discerning audience with the<br />
discretionary spending power to respond to your message.<br />
This is highly targeted opportunity for Coldwell Banker Global Luxury is made more valuable when you<br />
consider the quality of the public television audience.<br />
We welcome the opportunity to prove the value of this investment.
In 1911, the Mona Lisa<br />
was stolen from the<br />
Louvre in Paris.<br />
In 2019, public television<br />
will reveal how and why<br />
this man did it.<br />
And you can be an exclusive<br />
sponsor of its broadcast<br />
television premiere.
"The Mona Lisa was stolen?"<br />
It’s the most famous painting in the world. Nearly 8-1/2 million<br />
people visit her every year. Yet few have ever heard about the<br />
time where it actually vanished from the Louvre in Paris for<br />
nearly 2 1/2 years.<br />
But now a remarkable awardwinning<br />
documentary Mona Lisa<br />
Is Missing tells the touching, funny<br />
and fascinating story of Vincenzo<br />
Peruggia, an Italian immigrant<br />
living in Paris who walked out<br />
of the Louvre with Leonardo da<br />
Vinci's masterpiece under his arm<br />
on August 21, 1911.<br />
Audiences who have seen the film<br />
in theaters, museums, festivals<br />
and universities around the world<br />
have responded enthusiastically<br />
to the story. And most ask the same question:<br />
"Why isn't this film on public television?”
Seen only by limited audiences, this wonderful<br />
and moving film will reach millions of new viewers in its<br />
upcoming debut on public television,<br />
slated for the first quarter of 2019.<br />
The film will be made available to more than<br />
350 public television stations in the U.S.<br />
Public television audiences across America will<br />
meet the idealistic young man who dreamed<br />
of returning the most famous painting in the<br />
world to its birthplace - Florence, Italy.<br />
This film is the definitive telling of the story<br />
of this remarkable theft. And you need to<br />
be one of the select group of sponsors to<br />
help bring it to tens of millions across<br />
America.<br />
See the trailer<br />
https://vimeo.com/201967777<br />
A limited number of<br />
Exclusive Sponsorship<br />
Positions Are Available<br />
for this public television<br />
event<br />
Sponsor messages appear twice<br />
during each airing of the film, in<br />
a sixty-second pod, and remain<br />
attached throughout the two-year<br />
broadcast rights.
Why your name and the world's<br />
most famous painting go together<br />
You always strive for excellence and to be recognized for what<br />
you do. So what better symbol of excellence to be associated<br />
with than probably the greatest and most famous face the art<br />
the world has ever known?<br />
And by attaching your name to<br />
the sponsorship of Mona Lisa Is<br />
Missing on public television, you<br />
are helping to bring to tens of<br />
millions of people a story whose<br />
themes are especially relevant<br />
today: immigration, ethnic<br />
prejudice, mental illness,<br />
occupational disease, greed and<br />
the power of art to transcend<br />
borders and unite people.<br />
“... a fascinating ... and wonderful film.”<br />
-Milton Esterow, Editor & Publisher, ARTnews
A Filmmaker's 30-Year Obsession<br />
Writer/director Joe Medeiros was an advertising copywriter<br />
turned comedy writer who spent 22 years working for Jay Leno<br />
on The Tonight Show, 17 years as the show's headwriter.<br />
But for more than 30 years, Medeiros was obsessed with making<br />
a film about the theft of the Mona Lisa. When he met the thief's<br />
daughter Celestina, he knew that time had come.<br />
So with the help of researchers, art experts and the thief's<br />
grandchildren Silvio and Graziella Peruggia, Medeiros and his<br />
team embarked on an epic journey leading them to the Louvre,<br />
to Peruggia’s hiding place in Paris, to Florence where he returned<br />
the painting, to thousands of documents in the French and Italian<br />
archives. And ultimately ... to the truth.<br />
“ ... humorous, fast-paced, entertaining."<br />
-Loren King, The Boston Globe
Why you belong on public television<br />
In today’s world of competing priorities, public<br />
television remains a reliable community ally.<br />
Through high-quality productions and programming,<br />
public television fulfills its enduring mission to educate,<br />
enrich, and inspire the community.<br />
In turn, public television earns trust and support. For<br />
more than a decade, PBS has ranked #1 in public trust<br />
among print and broadcast media organizations.<br />
PBS viewers are more than 2x more likely<br />
to buy a product or service from<br />
PBS sponsors than from<br />
advertisers on cable or broadcast.
Viewers respond to sponsors’ messages<br />
on PBS 3x more than ads<br />
on other networks.<br />
48% “trust public television<br />
‘a great deal’” compared to<br />
24% courts of law<br />
21% commercial tv<br />
20% digital content platforms<br />
13% newspaper publishers<br />
11% federal government<br />
9% commercial cable tv<br />
7% Congress<br />
PBS viewers are more than<br />
3x more likely to believe<br />
PBS sponsors are more<br />
committed to quality and<br />
excellence than advertisers<br />
on cable or broadcast.<br />
This trust creates a halo effect for sponsors<br />
who support Mona Lisa is Missing.
The Value of Public Television<br />
Quality brand. Quality audience.<br />
Public television’s touchstone is quality programming,<br />
and Mona Lisa is Missing is a perfect fit in its schedule.<br />
The result: a much-needed show that will surely attract<br />
viewership that is remarkable for its size as well as its<br />
composition.<br />
And most do not watch cable.<br />
In fact, a surprisingly high number don’t watch CNN,<br />
Discovery, A&E, MSNBC, or the History Channel.<br />
When you want to reach as many as 42 million+<br />
additional households nationally, public television offers<br />
sponsors a clear audience advantage over cable.<br />
One of the most valuable and unique aspects of<br />
Mona Lisa is Missing sponsorship is an unduplicated<br />
audience.<br />
More than 95 million people<br />
tune in to public television<br />
each week
PBS Audience: Affluent<br />
PBS has a strong reach<br />
with high net worth<br />
viewers<br />
When compared to most cable news networks,<br />
PBS provides strong reach with high net worth viewers<br />
(i.e. adults 18+, HHI $100K+).<br />
PBS’ total brand footprint reaches over<br />
24 million affluent viewers<br />
PBS viewers on average had higher median incomes,<br />
and liquid assets.<br />
PBS viewers use<br />
full-service brokers,<br />
financial planners and CPAs<br />
more often than<br />
CBS, NBC, ABC, FOX,<br />
USA, TNT, History and<br />
FOX News Channel<br />
affluent viewers.<br />
PBS Affluents rank #1 in visiting<br />
Europe in the past 3 years.
PBS Audience: Educated<br />
PBS viewers value education, are naturally curious<br />
and make lifelong learning a priority<br />
Viewers of PBS Drama<br />
are 25% more likely to<br />
agree with the statement<br />
“I like to learn about art,<br />
culture, and history.”<br />
40% of PBS Affluent<br />
viewers have post-graduate<br />
degrees.<br />
PBS viewers are 25%<br />
more likely to attend<br />
adult education courses<br />
Viewers of PBS Drama<br />
are 31% more likely to<br />
agree with the statement<br />
“I would like to spend<br />
a year or more<br />
in a foreign country.”
PBS Audience: Culturally Minded<br />
PBS viewers are passionate about the arts<br />
Viewers of PBS Arts & Performance<br />
are 111% more likely to attend<br />
art galleries/shows<br />
Viewers of PBS Drama<br />
are 367% more likely to attend<br />
classical music/opera<br />
performances<br />
They are concerned, engaged citizens<br />
who can take an active role in<br />
improving the world around them.
PROGRAM SPONSORSHIP<br />
Loyal to public television and its<br />
sponsors, this audience is highly selective<br />
in their television watching, which makes<br />
reaching them through other channels<br />
very difficult.<br />
This exclusive audience – with its<br />
educated, influential viewers – is best<br />
targeted through this one vehicle.
Sponsors of Mona Lisa Is Missing will reach a<br />
target-rich environment.<br />
And, when distilled to a profile of public television<br />
membership, the audience becomes even more attractive.<br />
36% more likely to have a household income of $200k<br />
31% more likely to have an investment portfolio valued<br />
$500k -$999K<br />
12% more likely to own common or preferred stock, or<br />
mutual funds<br />
18% more likely to own a home valued at $500k or more<br />
40% more likely to spend $5k on a vacation<br />
in the next year<br />
16% more likely to have spent $10K on travel<br />
in the last 6 months<br />
12% more likely to have purchased tickets to<br />
a museum or art gallery<br />
34% more likely to have purchased tickets to<br />
classical music/ballet/opera<br />
138% more likely to attend a movie in a theatre<br />
25% more likely to have spent $200-$499<br />
on gourmet foods in the last 30 days<br />
67% more likely to be involved in a civic issue<br />
75% more likely to be a member of a civic club<br />
53% have a college degree or higher
Two television sponsor credits<br />
Your sponsor credit will appear at both the beginning<br />
and the end of Mona Lisa is Missing each time it airs.<br />
The credits are integral to the show and remain attached<br />
throughout the two-year life of the program’s broadcast<br />
rights.<br />
Public television offers uninterrupted programming<br />
by limiting sponsor credits to just one 60-second pod at<br />
the beginning and again at the end of the program.<br />
A limited number of sponsor opportunities are available<br />
in lengths of 30, 15 or 7 seconds, and your message<br />
is seen twice in the program’s one-hour time slot.
Sponsor recognition<br />
Sponsors receive recognition in all<br />
Mona Lisa is Missing promotional activity generated in support of<br />
public television distribution.<br />
Customized collateral material: Sponsors shall have access to<br />
materials created to promote Mona Lisa is Missing, and will<br />
have the additional opportunity to work with the producers to<br />
develop personalized materials for internal and external<br />
communications. <br />
Program copies<br />
Sponsors will be provided with a<br />
quantity of DVDs of the film for internal promotion; additional<br />
copies are available at additional cost. <br />
Logo Sponsors will have permission to use the Mona Lisa is<br />
Missing logo and promotional images in their own internal and<br />
external communications efforts. <br />
PACKAGE PRICING<br />
30-second opportunity, $300,000<br />
includes two announcements per broadcast<br />
15-second opportunity, $150,000<br />
includes two announcements per broadcast<br />
7-second opportunity, $70,000 • includes two<br />
announcements per broadcast
Don't Miss This Opportunity to Help<br />
Bring Mona Lisa Is Missing<br />
to Tens of Millions of<br />
Public Television Viewers<br />
For more information, contact:<br />
Justine Medeiros<br />
monalisamissing@gmail.com<br />
818-585-8522 / 818-427-4495<br />
Midair Rose Productions<br />
4607 Lakeview Canyon Drive #310<br />
Westlake Village, CA 91361<br />
Click here<br />
to see the<br />
full one-hour<br />
feature<br />
Password:<br />
missingpiece2011