The Birchall & Associates team facilitated the launch of the Breville Smoking Gun™ and Breville Smart Oven® Air through targeted media outreach and strategy to secure print, television, and online media coverage from prominent national media outlets that reach a broad demographic, including both English and French-speaking audiences. Objective to increase consumer awareness of new launches through increased media presence was achieved by way of intimate sessions with key editorial staff at respective offices in Toronto and Montreal, where Breville demonstrated products in use. Sessions allowed for product questions to be answered and editorial angles to be discussed organically. Media visited range from such prominent outlets as: Canadian Living, Chatelaine, Cityline, LCBO Food & Drink, to Quebec based publications: Les Idees de ma Maison, Coup de Pouce, Elegant Wedding, La Presse, and others. Twenty media outlets were visited, representing a combined total impression number of nearly 20 million. Both product releases continue to receive media coverage in the form of print editorial, online and social media contesting promotion, and television, as a direct result of the this media tour. The strategic relationships that the Birchall team continue to cultivate and nurture is integral to the success of any given media launch or campaign – with a results-driven approach.
Breville Case Study
HGTV Case Study
To introduce the new HGTV HOME paint by Sherwin Williams in Canada, the Birchall & Associates team knew we had to create a brand launch that was meaningful and memorable. We wanted to introduce the brand as one that stood out from the rest. To accomplish this, we brought on HGTV stars Bryan and Sarah Baeumler as brand ambassadors, planned and executed a largescale launch event, and made TV, radio, and online advertisement buys. Our launch event consisted of two parts: a Breakfast Television live eye and a media breakfast event. We worked with BT to promote and cover the launch event taking place at a popular Lowe’s location, where the first 150 people in line received a coupon for the new line of paint!
At Birchall & Associates, we know how important influencer relationships are for a brand and how integral they are to any Public Relations strategy. With clear goals in mind, we have successfully established and maintained influencer relationships spanning from the construction site, to home improvement and design to HGTV personalities.
Leveraging best practices, we put our years of experience, vast network and creativity to work. Always online and actively listening, planning and executing engaging campaigns across all platforms, we navigate the seemingly complex social media landscape with far reaching results.