In 2010, Synergy was tasked with developing an integrated film experience for Jameson’s international markets and securing global press coverage around title sponsorship of the Empire Film Awards. In addition, Synergy generated increased press coverage on the Awards and provided the global markets with associated PR toolkits.

Synergy's main focus was helping Jameson leverage the Awards globally to drive international entries for the ‘Done in 60 Seconds’ (DISS) Award category. To create assets for markets to use, and to widen awareness in the UK, Jameson signed up British actor Jason Isaacs as a judge for the DISS category. As part of his work with Jameson, Synergy co-ordinated a press day for global media in advance of the Awards, creating syndicated interview content (video and written) and providing striking images for markets to use in local press.

In addition, in the build up to and on the night of the 2010 Jameson Empire Awards, Synergy worked with the Jameson global brand team to run the international press office. We appointed and managed the global wiring service engaged to capture video and photographic content of the stars on the red carpet and backstage during the Awards.

Over 70 guests and journalists from 13 global markets attended the 2010 Jameson Empire Film Awards, the first time Jameson had activated the Awards outside of the UK. The overall number of entries into the ‘Done In 60 Seconds’ Award category increased by 40% and saw international entries for the first time from seven different countries outside the UK. Substantial international press coverage on the Jameson Empire Awards was secured, in addition to press coverage in the UK valued at over £5.9m.