Challenge
Andrew Richards Designs (ARD) is a family operated business specializing in high-end outdoor furniture and was interested in expanding its customer base to include the young, hip, urban consumer who appreciates quality and design. ARD had also become a leader in hosting fabulous events at its beautiful loft showroom in downtown Toronto. Andrew Bockner, co-founder of ARD, became the go-to-person for people looking for a unique and central venue to host one-of-a-kind high profile events or parties.
Thornley Fallis Communications was hired in June 2010 to grow awareness of ARD’s design and events expertise. Because interest in outdoor furniture exists for only part of the year, it was critical to achieve results before September.
Solution
In order to receive media coverage from mainstream outlets, TFC positioned Andrew Bockner, as a leader in the creation of luxury outdoor spaces, furniture design and entertaining events. By promoting his ideas for outdoor living, rather than individual furniture pieces, Andrew would become a go-to expert on all things outdoor living.
Approach
TFC created a news bureau program of story angles tailored to lifestyle media. The topics included trends for 2010, how to host the perfect outdoor party and styling an outdoor space to help sell a home. One-on-one media interviews with Andrew were organized in his Toronto show room where they could see the furniture and the beautiful event space.
In addition to these interview opportunities, TFC invited media to exclusive indoor and outdoor lounge spaces created by Andrew Bockner for both the Rogers Cup men’s tennis tournament and the Toronto International Film Festival. This demonstrated that Andrew is an expert on exclusive event space creation and built awareness around both Andrew Richard Designs and Andrew Richard Events.
Results
TFC secured major national media coverage for Andrew Richard Designs with interviews by reporters from Canada AM (CTV), the National Post and Canadian Press, as well as high profile local media such as Breakfast Television (CityTV), Classical 96 FM and the Toronto Star. TFC also arranged interviews for Andrew with leading online design sites such as StyleatHome.com and Sweethome.ca.
TFC also arranged for reporters to attend the ARD event “A Mid-Summer Night Party” at his showroom including Fashion Television and Cosmo TV. The coverage for ARD earned a MRP rating score of 77.27 per cent and a cost per contact of $0.001 between June and September 2010. Overall media impressions were 7,599,128 with 22 media interviews in print and broadcast media.
