On November 5th 2007, the Screenwriter's Guild of America goes on a strike.2 months later, the whole industry was in trouble; TV networks cancelled their new series and started repeating episodes from previous seasons.It was the perfect opportunity for us to reinforce our brand's position.

So we sent a press release to all specialised media communicating that we support the strike (after all, the greatest movies have already been written).TV guides, entertainment magazines, journalists and critics received this press release with a very special gift that supported our message: Casablanca's original script. Probably the best movie script ever written.

Many of them wrote back to know more about our client's position. A lot of them published something about TCM. 17% simply said thank you for the "amazing" gift.