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Out of the Folder

press kit

  • n. A packaged set of promotional materials, such as photographs and background information, for distribution to the press, as at a news conference or before the release of a new product. (Source: www.dictionary.com)
Yawn.

Typically, a press kit is a simple, standard-size folder with plain, text-ridden documents that attempt to convince journalists the topic or client really is important and newsworthy. Here at Maxwell PR, we always try to think outside the folder.

In the past, we've created eye-catching, aesthetically pleasing kits chock-full of interesting information for clients like sending out mini laundry baskets full of Gold Toe Socks and boxes of chips from Kettle Foods.

When faced with the task of introducing a new experiential play space at Seattle's Woodland Park Zoo, we knew that we'd have no need for those dreaded folders.

Maxwell PR partnered with Cole & Weber Red Cell, a Seattle-based advertising agency, to introduce Zoomazium to the media. Zoomazium is the first of its kind, a purpose-built indoor/outdoor nature play space in the heart of a naturalistic zoo. It offers young children whole-body exploration of nature and animals in a fun, safe, dry environment all year long. A team of children called ZooKids was actively involved in the overall look and feel of Zoomazium, surprising program managers with unique, creative ideas.



ZooKids at a design session (Photo by Ryan Hawk)

After many rounds of brainstorming and client approval, we landed on the idea of a comic book press kit. We all agreed this would be the best way to show the exhibit through the eyes of the kids while also bringing back a little nostalgia to the editors who received it.

The results? Witty, informative text combined with incredible designs to produce one of our best press kits ever.



Press Kit Cover



Press Kit Contents - Story Ideas

So far, we've received great responses from journalists who've enjoyed reading our kit... the enticing visuals piqued attention from outlets like the Associated Press, SkyWest Magazine, Nick Jr. Magazine and many others. The moral of the story is: think outside the folder!

Laura Bishow

posted on March 07, 2006


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