Pineapple PR generated placements reaching an audience of more than 42 million and totaling an earned media value of more than $485,000. The 2018 Three Billboards international publicity included coverage in/on The New York Times Print and Online, The Daily Star Print and Online, Express Online, Country Living Online and more. The Three Billboards Trail is up and running and has become a popular attraction bringing new tourists to the area. We are continuing to see media placements highlighting the movie, the town of Sylva and the movie trail long after the movie was released.
According to Visit NC, the three films that were filmed in the county had a direct in-state spending of more than $64.5 million while creating approximately 7,600 job opportunities in the state. In addition to providing job opportunities to North Carolina residents, these productions also made an economic impact on the state and local Jackson County community while the filming takes place.
OVERVIEW: Packed with unblemished natural resources, including the Great Smoky Mountains, crystal-clear lakes, tumbling rivers and a trail of cascading waterfalls, the distinct western North Carolina mountain communities that comprise Jackson County – Cashiers, Cherokee, Dillsboro, Sylva, Balsam, Cullowhee, Glenville and Sapphire – are coming into their own as a vacation destination. Though Jackson County claims an all-star list of residents, including many world class athletes, the star power and international media attention that flooded the area during the filming, release and awards season for the movie “Three Billboards Outside Ebbing, Missouri” was something that no one was expecting.
OBJECTIVE: Jackson County was recently put on the map as a great film location destination. Among the other films that have filmed there, the town of Sylva was transformed into the town of Ebbing, Missouri from May 2-21, 2016 for the multi-award-winning movie “Three Billboards Outside of Ebbing, Missouri.” Since the area has become such a great destination for the film industry, we wanted to take advantage of this national recognition by drawing attention and tourism to the towns of Jackson County.
STRATEGY: Pineapple PR worked with the Jackson County TDA to host a special movie premiere in downtown Sylva and invited media to attend the premiere in the town where it was filmed. Pineapple PR also worked on interviewing locals about the interactions and stories when the celebrities were in town and to get details on what the film crew did to transform the town of Sylva to fit the town of Ebbing, Missouri.
Pineapple PR conducted personalized outreach to national and regional entertainment and lifestyle media outlets and tapped into our national media relationships to secure stories on what makes the town of Sylva so appealing for the big screen. On behalf of Jackson County, we teamed up with Visit NC to include the information on the film in an overall statewide movie pitch to garner additional media interest for the state as an up and coming movie mecca. In addition, Pineapple PR worked with the Jackson County TDA to create a Three Billboards movie trail to keep the buzz of the movie going.