INTERMIX, a well-known and well-loved US-based brand, made its debut in Canada in the summer of 2011. Wolff Public Relations was the sole agency in charge of introducing INTERMIX to Canadian media and consumers.
Our publicity strategy consisted primarily of intimate interviews with key media and influencers with INTERMIX’s
CEO and spokesperson, Khajak Keledjian. We hosted long-lead one-on-one media interviews four months prior to opening, a blogger breakfast short-lead media interviews the day before opening and a large launch party.
Wolff Public Relations further reinforced INTERMIX’s relationships with the editors-in-chief of the fashion magazines by inviting them for private champagne store tours with Khajak.
INTERMIX waited three months after opening to host its big launch party to ensure the store was up and running smoothly. To make it bigger and splashier, we hosted the event off-site at a location that allowed for greater attendance and a live performance music show.
Location: Airship 37
Date: November 22, 2011
Attendees: Fashion media, INTERMIX customers, Toronto fashion influencers, friends and family of INTERMIX = 650 RSVPs
Special guests: “co-hosted” by Erin Kleinberg and Stephanie Mark of The Coveteur, private musical performance by rising star Theophilus London, and celebrity appearance by then rising star, Jessica Chastain
The party was a huge success with overwhelming positive feedback. The most common message was that the crowd in attendance was “not the usual fashion crowd,” meaning we reached beyond the regular list of who’s who in Toronto fashion and included others who we felt embodied INTERMIX customer. Wolff Public Relations accomplished its goal of filling the room with the RIGHT people and generating more positive buzz for INTERMIX in Canada.
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