Red Room DVD

Red Room DVD was founded in Australia in 2005 by entrepreneur Dan Joyce, an ex-investment banker who decided to bring the exciting and innovative technology of touchscreen stations to DVD rental in Australia.
Shortly after the opening of their first store, Red Room DVD sought the services of Polkadot PR. Since opening its flagship store in Bondi in 2005, franchises have quickly expanded throughout NSW including Waterloo, Neutral Bay, Newtown, Rhodes, Nowra, Coffs Harbour and Rozelle with plans to expand nationally in 2007.

How we joined the dots . . .

Our PR campaign aimed to:

  • Position Red Room DVD as the new, fun, economical and fast place for people to go to hire movies and games.
  • Leverage all advertising to include a PR component.
  • Attract potential franchisees to Red Room DVD with stories in relevant business press.
  • Direct local residents to new stores.
  • Educate consumers about the ease and innovation of Red Room DVD.
  • Profile Dan Joyce as a dynamic new business owner.
  • React swiftly to media issues as they arise.

 
Girlfriend
Febuary 2007
Page 104		 SMH Radar
17 January 2007
page 8		 The Daily Telegraph
19 September 2006
Page 24

How we hit the spot . . .

To date, we have achieved exposure for Red Room DVD in numerous print media publications including the Daily Telegraph, the Sydney Morning Herald, Girlfriend Magazine, Wealth Creator, Central, B&T, AdNews online and more. A key focus of the articles has been on Dan Joyce’s dynamic business strategy and the process involved in introducing the Red Room DVD technology into Australia.

More recently in December 2006, Polkadot initiated a PR push in response to the actions of a Red Room DVD competitor, Blockbuster, which had launched an advertising campaign that appeared to be a direct copy of Red Room DVD’s innovative ‘Quick Save Yourself’ campaign. Polkadot PR leveraged the situation to generate positive PR for Red Room DVD, securing national coverage that emphasised Blockbuster as an outdated, antiquated store and Red Room DVD as a business at the helm of a revolution in DVD rental. Stories appeared in the Australian, the Daily Telegraph and AdNews.

During this campaign approximately 16,441,000 people were reached (based on industry readership figures).

For more information visit www.redroomdvd.com

‘I frequently have people coming into the store saying “every time we pick up the paper we see your face and your logo” – this is what we want to hear and we believe this is only made possible through the work executed by Polkadot PR.’
Dan Joyce, Managing Director, Red Room DVD

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