For French physician Pierre Dukan’s sensational weight-loss coaching service, we helped build visibility and cut through competitive noise to reach weight-conscious females and influencers with news of the Dukan method and its recipe for success. Building on the doctor’s personalization and motivation techniques, we generated buzz and encouraged trial for the Dukan method by highlighting delicious new food products and meal plans. We leveraged it popularity among notables to place interviews with Dr. Dukan on “Access Hollywood,” WPIX-TV, and The New York Times.
Crenshaw Communications was tapped to develop a consumer education and brand reputation campaign for Mondial Assistance’s industry-leading travel insurance brand, Access America. We used social media and sentiment analysis to design an outreach to consumers, both directly and through earned media, to educate them about travel insurance and its value. And we went the extra mile with media and influencer outreach, as well as high-profile alliances with social communities like Tripatini, the social media network for travelers and influential travel pros.
To support “be Berlin,” and highlight the city’s brand essence, our travel and tourism team focused on its contemporary offerings in fashion, culture, and the arts. The campaign’s centerpiece was “Bricks to Berlin,” a traveling art exhibit that contrasted the Berlin of 20 years ago to the vibrant cultural center of today. We secured influential personalities to promote travel to Berlin and build a brand image around its offering, resulting in coverage in The New York Times, the CBS Early Show, and Time Out New York.
Our team mounted a high-profile visibility campaign for the launch of the LifeWise brand of personal wellness products for mass market distribution. The strategy: build a new brand to be carried exclusively by RadioShack stores, and position it as a change agent to help women take their health to heart. Actress Vanessa Williams helped convey the call-to-action: make one change a month and improve your health by taking the “LifeWise Pledge.” Not only did we motivate consumers to get “LifeWise,” we generated national placements in outlets such as “The View,” CNN, Woman’s Day and many more.
We are one of the few New York PR firms with a deep expertise in retail. For the largest retailer of mattresses and sleep products in the U.S., we go beyond product PR to link the brand with wellness. We’ve dreamed up big ideas to call attention to the importance of healthy slumber, with credit to the Sleepy’s brand. Whether it’s helping the sleep-challenged before Daylight Saving Time or offering tips on “sleepiest” occupations, our team has it covered. For graduation season, we launched Sleepy’s search for its first ever “Snooze Director,” covered by major national and local market news media. Last year we helped NBC reporter Ben Aaron find his perfect bed.
With Crenshaw at the helm, software PR need not be dull. International Talk Like a Pirate Day offered an offbeat opportunity for avast! (the name means “halt“ in pirate-speak, which is exactly what the free downloadable software does to viruses and malware.) Seeing gold in the story, avast created a downloadable audio file warning of viral threats in pirate English. Aye! We got media and bloggers on board with a pirate lingo tutorial, goodies, and a pitch package inviting users to download avast! for PC protection. Things went into full sail, with headlines in Dvice, CNET, Switched on AOL, PCMag and Techdirt.
Our team was honored to help create a national profile for Dignity Memorial’s Homeless Veterans Burial Program, a collaboration by Dignity Memorial funeral services, the U.S. Department of Veterans Affairs, and veterans’ advocates. The program provides services with full military honors for veterans with no family to claim their remains and no resources for proper burials. At the largest military service of its kind at Calverton National Cemetery, we brought together armed services representatives, elected officials, and national media to bear witness to a poignant send-off for 20 indigent veterans of the US armed forces. We also created a Facebook page that fostered a community around the program.
The Dignity Memorial program was featured in two AP stories, a FOX News Channel live shoot, “CBS Evening News” and significant NY media, including WABC-TV News.
We go beyond conventional travel and tourism public relations to support strong brand differentiation and marketing integration. Our chief strategy for the new World Center Hotel was to position the property’s initially controversial location – at the site of the rising World Trade Center – as a sign of the long-awaited revitalization of downtown New York City. We brought in heavy-hitting partners to build credibility and excitement for the opening, including NYC & Co officers and the National September 11 Memorial & Museum President Joe Daniels, at a grand opening to showcase the hotel’s unique geography and features, while telling a story of perseverance and creativity on the part of the developers. Five camera crews covered the event, as well as National Public Radio,USA Today, Associated Press, and many other outlets in markets here and abroad.
While known for its CE products, Sharp is also a leading producer of solar panels. We set out to raise its profile as a solar energy innovator through ongoing media outreach and influencer relations. Our team has leveraged the authority and influence of key solar and alternative energy champions such as The New York Times’ Tom Friedman and U.S. Energy Secretary Steven Chu, who has praised Sharp’s role in “strengthening America’s innovation chain” in the global economy. Media generated includes local press and national/international publications and blogs both “inside the Beltway” and in the energy sector.
Women are today’s “Chief Purchasing Officers,” yet shopping sites are challenged to differentiate and attract female shoppers. To support SHOP.COM, a comparison shopping site positioned as the ultimate destination for busy, value-conscious females, we had a simple strategy: use keyword-friendly content and contests and PR to create awareness among online shoppers and reinforce its tools, expert advice, and great content. We brought the brand to life with media product showcases; a mommy blogger outreach; and a series of online partnerships, helping drive a 30% revenue increase over the prior year and producing double-digit traffic growth. Media coverage included “Good Morning America,” Telemundo, About.com and Working Mother.
