MLM_PublicTV_American_yumpu

You can’t put your name
on the Mona Lisa.
But you can put it on a
truly remarkable
public television program
about its 1911 theft.
Mona Lisa Is Missing
Proposal for Public Television Sponsorship

August 2019
Ms. Janelle Anderson
Vice President, Global Marketing
American Airlines, Inc.
4333 Amon Carter Blvd.
Fort Worth, TX 76155
Dear Ms. Anderson,
Nearly 200 million Americans watch public television. They love the travel shows, the historical
dramas, the road shows, the cooking shows set in familiar and exotic locations. And after watching
these shows, you can almost hear them say, “I want to get on a plane right now and fly to that place
that I just saw on public TV.”
And in early 2020, they will see a program on public television that they have never seen before: a
film about the most remarkable art theft ever committed. One that involves the most famous face in
the world, yet this crime is so little known that public television viewers will be shocked and
surprised that it actually happened. And once the program is over many will be eager to know more,
and many will say no doubt, “I want to get on a plane right now and travel to all the places I just saw
in this incredible story.”
And how will they get there? On American Airlines, of course!
Why?
Because they just watched the award-winning documentary Mona Lisa Is Missing – The True Story about
the Man Who Stole the Masterpiece, and American Airlines is its exclusive public television sponsor.
We’d like to present you with a sponsorship opportunity that reaches an audience perfectly suited
for American Airlines – an airline whose mission is “Let Good Take Flight” – an audience that may
be unaware and will admire not only its “good work” in the air, but also in its global outreach.
Public television viewers are world travelers, affluent, educated, philanthropic and proven to
respond – an audience that will be hugely impressed by American Airlines’ direct association with
Leonardo da Vinci’s masterpiece, the Mona Lisa, and the award-winning documentary about its 1911
theft from the Louvre, its unthinkable 30-month disappearance and its return to its birthplace at the
hands of the thief.
A Fascinating, Funny and Touching Story
Mona Lisa Is Missing was written and directed by Joe Medeiros, former head writer of The Tonight
Show with Jay Leno and the leading international expert on the theft of the Mona Lisa. Mona Lisa Is

Missing is a remarkable film that hits the storytelling trifecta in art, history and culture. It is a story
public television viewers relish most – a documentary film unlike any other because it tells the most
fascinating, funny, and touching story of an unlikely thief, Vincenzo Peruggia, his modern day 84-
year-old daughter who wanted to know the truth about her father’s theft of the painting, and the
filmmaker who spent more than 30 years trying to find the truth for himself, too.
In 2020, Mona Lisa Is Missing Will Have its American Public Television Premiere
And with it comes the opportunity for American Airlines to tell its story to the premium national
public television audience – an audience with a greater concentration of high-income, high-net
worth, and high indices of travel (they spend well above the average budget on global travel) than is
available on any other cable or broadcast network. Like most viewers that do not know about the
unthinkable theft of the Mona Lisa, most viewers do not know that American Airlines and its
employees are dedicated to investing in the communities they serve by honoring American heroes,
supporting health and wellness and investing in a better world through financial and volunteer
support. That is a story they need to know.
As a sponsor of Mona Lisa Is Missing, American Airlines will connect with the two-thirds of the
audience who watch public television who are more likely to fly an airline that supports quality
programming, and most importantly one that makes philanthropy a cornerstone of their corporate
mission. “American Airlines, proud sponsor of Mona Lisa Is Missing” is an attention grabber that can
make American the first choice in airline booking for public television viewers. And once they
discover that American Airlines places the highest value on “standing up for what’s right, defending
each other and believing that by working together we can create good in the world,” it is sure to be
their only choice.
The proposal you are about to read describes a sector-exclusive opportunity that includes two
sponsor messages at the beginning and end of each airing of the film over its two-year run on public
television. American Airlines is an exceptional sponsor for Mona Lisa Is Missing, an exceptional
program for public television. We look forward to exploring how, through sponsorship, we can
become partners in raising American Airlines’ visibility amongst some of the most desirable air
travelers in America.
Respectfully submitted,
Justine Mestichelli Medeiros, CFO/Producer
Joe Medeiros, President/ Writer/Director

EXECUTIVE SUMMARY
Mona Lisa is Missing – The True Story about the Man Who Stole the Masterpiece is an award-winning documentary
film that tells the remarkable—and little-known—story of the theft of the world’s greatest masterpiece.
Screened nationally and internationally to enthusiastic audiences since 2013, its evergreen subject continues to
enchant astute documentary fans even today. The film has been seen around the world on television in Asia
and Europe, and at international film festivals and screenings at universities, libraries and museums. Yet the
most frequently asked question from American audiences is, “When can I see Mona Lisa Is Missing on public
television?”
Mona Lisa is Missing is now slated to debut on public television in the United States to millions of new viewers
in 2020. PBS SoCal, the second largest media market in the United States, has already made a verbal
commitment to include the made-for-tv version of the film in its program schedule.
The documentary tells the story of filmmaker Joe Medeiros’s 33-year quest to find the facts about Vincenzo
Peruggia’s involvement in the theft of the Mona Lisa. His search took him to Italy to meet the thief’s 84-yearold
daughter, Celestina Peruggia, whom he hoped would tell him her father’s motivation for his crime. What
he encountered was a daughter who knew little about her father’s life. But she did give him a mandate to
discover and bring back to her the truth about Vincenzo Peruggia and his unthinkable theft of the Mona Lisa.
Midair Rose Productions, a California-based media production company financed and produced the film.
Midair Rose’s president, Joe Medeiros, is considered the leading expert on the theft of the Mona Lisa and has
appeared in the Smithsonian Channel’s Museum Secrets Revealed and Ovation TV’s Raiders of the Lost Art.
Medeiros had a career spanning 22 years in late night television as a comedy writer for The Tonight Show with
Jay Leno and served 17 years as head writer for Leno’s number one show in late-night talk show.
A limited number of sponsorships are available for the public television broadcast of Mona Lisa is Missing.
In today’s multi-channel, multi-media universe, public television stands alone with a unique value proposition:
a highly-trusted brand; an educated and affluent audience like no other on television; and an environment that
makes your message stand out.
Sponsor credits—which are attached to the film for its two-year public television run—are available in 30-,
15-, or 7-second lengths. Your organization will reach a discerning audience with the discretionary spending
power to respond to your message.
This is highly targeted opportunity for American Airlines is made more valuable when you consider the
quality of the public television audience.
We welcome the opportunity to prove the value of this investment.

In 1911, the Mona Lisa
was stolen from the
Louvre in Paris.
In 2019, public television
will reveal how and why
this man did it.
And you can be an exclusive
sponsor of its broadcast
television premiere.

"The Mona Lisa was stolen?"
It’s the most famous painting in the world. Nearly 8-1/2 million
people visit her every year. Yet few have ever heard about the
time where it actually vanished from the Louvre in Paris for
nearly 2 1/2 years.
But now a remarkable awardwinning
documentary Mona Lisa
Is Missing tells the touching, funny
and fascinating story of Vincenzo
Peruggia, an Italian immigrant
living in Paris who walked out
of the Louvre with Leonardo da
Vinci's masterpiece under his arm
on August 21, 1911.
Audiences who have seen the film
in theaters, museums, festivals
and universities around the world
have responded enthusiastically
to the story. And most ask the same question:
"Why isn't this film on public television?”

Seen only by limited audiences, this wonderful
and moving film will reach millions of new viewers in its
upcoming debut on public television,
slated for the first quarter of 2019.
The film will be made available to more than
350 public television stations in the U.S.
Public television audiences across America will
meet the idealistic young man who dreamed
of returning the most famous painting in the
world to its birthplace - Florence, Italy.
This film is the definitive telling of the story
of this remarkable theft. And you need to
be one of the select group of sponsors to
help bring it to tens of millions across
America.
See the trailer
https://vimeo.com/201967777
A limited number of
Exclusive Sponsorship
Positions Are Available
for this public television
event
Sponsor messages appear twice
during each airing of the film, in
a sixty-second pod, and remain
attached throughout the two-year
broadcast rights.

Why your name and the world's
most famous painting go together
You always strive for excellence and to be recognized for what
you do. So what better symbol of excellence to be associated
with than probably the greatest and most famous face the art
the world has ever known?
And by attaching your name to
the sponsorship of Mona Lisa Is
Missing on public television, you
are helping to bring to tens of
millions of people a story whose
themes are especially relevant
today: immigration, ethnic
prejudice, mental illness,
occupational disease, greed and
the power of art to transcend
borders and unite people.
“... a fascinating ... and wonderful film.”
-Milton Esterow, Editor & Publisher, ARTnews

A Filmmaker's 30-Year Obsession
Writer/director Joe Medeiros was an advertising copywriter
turned comedy writer who spent 22 years working for Jay Leno
on The Tonight Show, 17 years as the show's headwriter.
But for more than 30 years, Medeiros was obsessed with making
a film about the theft of the Mona Lisa. When he met the thief's
daughter Celestina, he knew that time had come.
So with the help of researchers, art experts and the thief's
grandchildren Silvio and Graziella Peruggia, Medeiros and his
team embarked on an epic journey leading them to the Louvre,
to Peruggia’s hiding place in Paris, to Florence where he returned
the painting, to thousands of documents in the French and Italian
archives. And ultimately ... to the truth.
“ ... humorous, fast-paced, entertaining."
-Loren King, The Boston Globe

Why you belong on public television
In today’s world of competing priorities, public
television remains a reliable community ally.
Through high-quality productions and programming,
public television fulfills its enduring mission to educate,
enrich, and inspire the community.
In turn, public television earns trust and support. For
more than a decade, PBS has ranked #1 in public trust
among print and broadcast media organizations.
PBS viewers are more than 2x more likely
to buy a product or service from
PBS sponsors than from
advertisers on cable or broadcast.

Viewers respond to sponsors’ messages
on PBS 3x more than ads
on other networks.
48% “trust public television
‘a great deal’” compared to
24% courts of law
21% commercial tv
20% digital content platforms
13% newspaper publishers
11% federal government
9% commercial cable tv
7% Congress
PBS viewers are more than
3x more likely to believe
PBS sponsors are more
committed to quality and
excellence than advertisers
on cable or broadcast.
This trust creates a halo effect for sponsors
who support Mona Lisa is Missing.

The Value of Public Television
Quality brand. Quality audience.
Public television’s touchstone is quality programming,
and Mona Lisa is Missing is a perfect fit in its schedule.
The result: a much-needed show that will surely attract
viewership that is remarkable for its size as well as its
composition.
And most do not watch cable.
In fact, a surprisingly high number don’t watch CNN,
Discovery, A&E, MSNBC, or the History Channel.
When you want to reach as many as 42 million+
additional households nationally, public television offers
sponsors a clear audience advantage over cable.
One of the most valuable and unique aspects of
Mona Lisa is Missing sponsorship is an unduplicated
audience.
More than 95 million people
tune in to public television
each week

PBS Audience: Affluent
PBS has a strong reach
with high net worth
viewers
When compared to most cable news networks,
PBS provides strong reach with high net worth viewers
(i.e. adults 18+, HHI $100K+).
PBS’ total brand footprint reaches over
24 million affluent viewers
PBS viewers on average had higher median incomes,
and liquid assets.
PBS viewers use
full-service brokers,
financial planners and CPAs
more often than
CBS, NBC, ABC, FOX,
USA, TNT, History and
FOX News Channel
affluent viewers.
PBS Affluents rank #1 in visiting
Europe in the past 3 years.

PBS Audience: Educated
PBS viewers value education, are naturally curious
and make lifelong learning a priority
Viewers of PBS Drama
are 25% more likely to
agree with the statement
“I like to learn about art,
culture, and history.”
40% of PBS Affluent
viewers have post-graduate
degrees.
PBS viewers are 25%
more likely to attend
adult education courses
Viewers of PBS Drama
are 31% more likely to
agree with the statement
“I would like to spend
a year or more
in a foreign country.”

PBS Audience: Culturally Minded
PBS viewers are passionate about the arts
Viewers of PBS Arts & Performance
are 111% more likely to attend
art galleries/shows
Viewers of PBS Drama
are 367% more likely to attend
classical music/opera
performances
They are concerned, engaged citizens
who can take an active role in
improving the world around them.

PROGRAM SPONSORSHIP
Loyal to public television and its
sponsors, this audience is highly selective
in their television watching, which makes
reaching them through other channels
very difficult.
This exclusive audience – with its
educated, influential viewers – is best
targeted through this one vehicle.

Sponsors of Mona Lisa Is Missing will reach a
target-rich environment.
And, when distilled to a profile of public television
membership, the audience becomes even more attractive.
36% more likely to have a household income of $200k
31% more likely to have an investment portfolio valued
$500k -$999K
12% more likely to own common or preferred stock, or
mutual funds
18% more likely to own a home valued at $500k or more
40% more likely to spend $5k on a vacation
in the next year
16% more likely to have spent $10K on travel
in the last 6 months
12% more likely to have purchased tickets to
a museum or art gallery
34% more likely to have purchased tickets to
classical music/ballet/opera
138% more likely to attend a movie in a theatre
25% more likely to have spent $200-$499
on gourmet foods in the last 30 days
67% more likely to be involved in a civic issue
75% more likely to be a member of a civic club
53% have a college degree or higher

Two television sponsor credits
Your sponsor credit will appear at both the beginning
and the end of Mona Lisa is Missing each time it airs.
The credits are integral to the show and remain attached
throughout the two-year life of the program’s broadcast
rights.
Public television offers uninterrupted programming
by limiting sponsor credits to just one 60-second pod at
the beginning and again at the end of the program.
A limited number of sponsor opportunities are available
in lengths of 30, 15 or 7 seconds, and your message
is seen twice in the program’s one-hour time slot.

Sponsor recognition
Sponsors receive recognition in all
Mona Lisa is Missing promotional activity generated in support of
public television distribution.
Customized collateral material: Sponsors shall have access to
materials created to promote Mona Lisa is Missing, and will
have the additional opportunity to work with the producers to
develop personalized materials for internal and external
communications.
Program copies
Sponsors will be provided with a
quantity of DVDs of the film for internal promotion; additional
copies are available at additional cost.
Logo Sponsors will have permission to use the Mona Lisa is
Missing logo and promotional images in their own internal and
external communications efforts.
PACKAGE PRICING
30-second opportunity, $300,000
includes two announcements per broadcast
15-second opportunity, $150,000
includes two announcements per broadcast
7-second opportunity, $70,000 • includes two
announcements per broadcast

Don't Miss This Opportunity to Help
Bring Mona Lisa Is Missing
to Tens of Millions of
Public Television Viewers
For more information, contact:
Justine Medeiros
monalisamissing@gmail.com
818-585-8522 / 818-427-4495
Midair Rose Productions
4607 Lakeview Canyon Drive #310
Westlake Village, CA 91361
Click here
to see the
full one-hour
feature
Password:
missingpiece2011