In partnership with Sony, WORTHI PR targeted both Black and Asian American and Pacific Islander (AAPI) communities with a fresh perspective on an existing and beloved IP leveraging existing assets, content and refreshed storylines to bring “The Garfield Movie” to younger generations. To generate excitement, we targeted Black and AAPI press for a virtual junket and secured exclusive clips appealing to both parents and children. Additionally, we secured a dedicated feature story with GlobalGrind that delved into the nostalgically enduring impact of Garfield throughout the years. The campaign was culminated by partnering with cat content creators to develop specialized content and Atlanta and Houston tastemaker screeners.