Case Study: Bell Works turns Severance buzz into 200+ earned placements with Antenna

Bell Works generates 200+ earned placements with Antenna

Bell Works, a revitalized historic property known as a "metroburb," faced a reputational challenge when its striking architecture was used as the dystopian setting for the Apple TV show Severance. The customer needed to ensure a global audience did not confuse the fictional Lumon Industries with its own vibrant, innovative reality. Antenna Group was engaged to provide strategic communications and media relations services to reframe the narrative.

Antenna Group implemented an integrated PR campaign that leveraged the show's popularity as a storytelling opportunity. The solution involved tailored media outreach, thought leadership, and video tours that highlighted the stark contrast between the fictional setting and the real-life hub of community and innovation. This strategy generated over 200 earned placements, including more than 90 directly tied to Severance, resulting in over 14 billion media impressions for Bell Works.

Bell Works