P R O F I L E

writer

editor

project manager

P O R T F O L I O

web

print

strategy

Site: Planethollywood.com

Launch: June 2000

Role: Creative lead

Project: Initial launch of planethollywood.com, digital offshoot of Planet Hollywood International, owner of the Planet Hollywood restaurant chain.

Purpose: To create an online platform to promote and market the planethollywood.com brand, sell planethollywood.com merchandise, and auction movie memorabilia originally displayed in the Planet Hollywood restaurants. The original creative brief specified the creation of an online store and auction engine, both of which were later outsourced (to moletown.com and eBay, respectively). My role was to create a content strategy for the site, resulting in a coherent framework for a broad variety of content elements, including syndicated news items, video clips, still images, movie trailers and user contributions, as well as leveraging the Planet Hollywood brand and access to individual celebrities.

Special features: Syndicated news feed, fan reviews, downloadable movie trailers, online celebrity chats.

Result: Planethollywood.com won a 2000 Web Marketing Award for "Best Entertainment Site." The site has grown and changed, but my content plan continues to be the blueprint for its structure.