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| THE GO CHAIR BERNHARDT DESIGN |
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| The Go Chair was a single, innovative chair introduction designed by international designer Ross Lovegrove for Bernhardt Design. Clifford Public Relations had been working with Bernhardt Design for a little over a year, creating a brand repositioning campaign to take them outside their category of "to-the-trade" contract furniture. We repositioned the company from a "contract" company to one recognized as an innovator — a design company that blurs the lines of design for the home, office, etc. We immediately saw that the Go Chair was our opportunity to catapult Bernhardt Design to an entirely new level of brand awareness.
CHALLENGE Bernhardt Design is primarily a "to-the-trade" company focusing on the contract and hospitality communities. So, there was an intrinsic challenge reaching out to consumer publications, and ultimately the end consumer. Also, Ross Lovegrove, the designer of the chair, was well known internationally, but virtually unknown in the US. Therefore, we had to not only educate the media about the design, but about the designer who we positioned as someone they should know. In the past, we had great success placing other Bernhardt designs in media outside of these confines; however, we knew it would prove a challenge to create a campaign that took them not only outside the trade media, but took them to a point of near media saturation. We needed to trigger a media blitz. SOLUTION We built an extensive campaign around the launch of this chair in order to build momentum and brand recognition for Bernhardt Design. Our goal was to obtain maximum exposure (while avoiding overexposure) for the Go Chair within the shelter and general interest consumer media. We began to seed stories a year in advance of our "unveiling" at the International Furniture Fair (ICFF) in May of 2001. We created a detailed twelve-month strategy with a primary objective to obtain a ground-swell of media coverage in May and June 2001 (around the launch of the chair) and simultaneously placed stories slated for the fall to ensure continued coverage and sales. Through careful timing, story creation and exclusive strategy we were able to attain all of our objectives. Over the course of a yearlong campaign, we were able to obtain long lead feature story placement, conceive and execute a launch event, secure short lead coverage and wrap-up coverage. This campaign created such a remarkable buzz for the Go Chair that the New York Times wrote a cover story about its reputation alone. Clifford Public Relations succeeded in firmly positioning Bernhardt Design as an innovative leader the design marketplace KEY MEDIA PLACEMENTS
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| Italian Government Tourist Board of North America (ENIT) |
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| CHALLENGE
We were chosen by ENIT to perform a two-part task. As Jubilee 2000 approached, the Tourist Board wanted media coverage surrounding the many special events taking place throughout the year. They had two concerns about the impact of the Jubilee on tourism: that Rome would be unable to handle the massive influx of visitors and that upscale tourists would avoid the country entirely discouraged by the larger-than-usual crowds. Our challenge was to promote not only the Jubilee to the media and potential tourists, but to raise awareness about the lesser-known regions of Italy as an alternative to travelers. SOLUTION We helped launch Jubilee 2000 by arranging press conferences and other events. To raise awareness about the less-traveled regions of Italy, we created a newsletter entitled Letters from Italy. Letters is a monthly report highlighting the vibrant culture and little-known benefits of visiting lesser-known regions of the country. Letters is distributed to an extensive list of American and Canadian media, as well as an ever-growing list of consumers -- since Letters launched, we have received hundreds of requests for subscription. Throughout the campaign, we were in constant contact with travel editors at upscale consumer magazines to plan feature coverage of places, events, and cultural practices in Italy. KEY MEDIA PLACEMENTS
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| OpenTable |
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| OpenTable, Inc. (www.opentable.com) is building a network of the world's finest restaurants and their patrons. Theirs is a dual focus: Business — to — Business and Business to Consumer. OpenTable's electronic reservation book (ERB) harnesses the power of the Internet for restaurants -- enabling enhanced customer service and revolutionary marketing capabilities through customer relationship management (CRM) -- while giving diners free online access to restaurant information and available reservations twenty-four hours a day, seven days a week.
CHALLENGE Our challenge was to launch OpenTable's online restaurant reservation network simultaneously to consumers and restaurateurs. We needed to develop a creative and effective B2B/B2C strategy and to implement it at a time when competing sites offering similar services were launching as well. SOLUTION In order for OpenTable to prevail against its competitors, we had to position the site as the leader in the online restaurant reservation category. We did this by focusing media and industry analyst attention on OpenTable's proprietary real-time technology, its seasoned management, and the ingenuity of the site. With aggressive outreach to the consumer and Internet media, as well as the restaurant and travel trade publications, we were able to secure OpenTable's pre-eminence in this relatively new segment in the ever-growing hospitality industry. KEY MEDIA PLACEMENTS National
Regional
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| South Street Seaport |
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| The South Street Seaport is an urban marketplace located at the tip of downtown Manhattan. A thriving retail and dining center, it is designed to serve the local community, while at the same time allowing visitors to experience the vitality and color of downtown New York. Opened in 1983, the Seaport receives over 10 million visitors from around the world every year. It consists of 250,000 square feet and five main buildings, more than 35 restaurants and eateries, over 100 retailers and a year-round schedule of free special events that includes concerts, holiday celebrations, and cultural festivals.
CHALLENGE The Seaport had come to be considered as somewhat unfashionable and out of the way by many New Yorkers in recent years. The Seaport wanted to upgrade its image among both locals and tourists and to increase attendance and awareness for its events, in turn driving spillover traffic to the retail stores and restaurants. Post September 11th, the focus shifted towards encouraging people to continue to support downtown by coming to the Seaport, as the Seaport is located just blocks from Ground Zero. SOLUTION By aggressively publicizing all of the events at the Seaport, we secured media coverage for nearly all of them. We also compelled the media to consistently use the Seaport as a visual backdrop for a variety of stories, including weather reports and a piece on dating in New York City. We also pitched various feature stories to the print media both locally and nationally and placed stories on the Seaport as a main attraction in New York. After September 11th, we maintained consistent contact with the media to keep them updated on the Seaport's reopening and rescheduled events, and were integral in securing Mayor Giuliani's attendance at the Seaport's Chorus Tree lighting ceremony, an event which was covered by every news channel in New York City, the Associated Press, and the Daily News. KEY MEDIA PLACEMENTS
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| Dennis Wedlick Architect LLC |
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| Clifford Public Relations initially began working with architect Dennis Wedlick upon the publication of his first book, The Good Home: Interiors and Exteriors. That book was very well-received, and our role since then expanded to include promotion for Wedlick's work, his firm's expanding practice, and two additional books, Good House Parts and Designing the Good Home.
CHALLENGE Our initial challenge was to launch the book to the architecture, design, and publishing media. In the past years, our challenge has broadened to include branding Dennis Wedlick as a thought leader, as well as promoting the firm and the unique approach they bring to both residential and institutional design. SOLUTION We positioned Dennis Wedlick to the architecture, design, and lifestyle media as an expert in innovative, sustainable, and expressive design, practice areas around which his firm is built. Our media campaign has been broad, and we work regularly with editors in the shelter, design trade, lifestyle, and publishing categories. Through strong media coverage, strategic speaking engagements, and participation in key industry events, we have built significant awareness for both Dennis Wedlick and the firm that bears his name. KEY MEDIA PLACEMENTS
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| J. Peterman Furniture Collection By Jefco |
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CHALLENGE J. Peterman, known for his quirky clothing catalog that showcases unusual items with rich, alluring stories and watercolor sketches, had never been involved in a licensed collection, nor had Jeffco Furniture. For both, the collection afforded the opportunity to reach new audiences. Jeffco, a 30+-year-old company had a reputation as a formidable, yet quiet, player in the high-end furniture market, both in the U.S. and abroad. Clifford PR was challenged to use the launch of the J. Peterman Furniture Collection by Jeffco to enhance awareness for both brands at a time when the furniture industry had suffered the vagaries of the economy and recent world events. Beyond exciting trade and driving retail orders, both companies were keen on reaching end consumers with the launch campaign. SOLUTION We built a strategic campaign around the launch of the collection that commenced a year in advance of the products' arrival in stores. Initially, we secured key placements about the licensing agreement with the furniture trades and syndicated Associated Press. We then seeded stories with top-tier design publications, letting them know about the upcoming launch; a press release and sketches of the pieces were sent along with an invitation for a private viewing of the collection and interviews with John. Next, we coordinated one-on-one press previews of the collection at the Jeffco showroom, including interviews with John Peterman and Jeff and Paula Gaynor, founders of Jeffco. We followed up with each editor — those who previewed the collection and those who were not able to attend — with a CD with images of the entire collection, logos and headshots of J. Peterman. Short-lead media covered the collection in stories that printed from October 2003 — April 2004, with long-lead following in February 2004 and beyond. Our strategically timed campaign has seen considerable and consistent coverage for the collection from the licensing announcement to product reaching stores. Local and regional media events are also scheduled around the retail debut. KEY MEDIA PLACEMENTS
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| J. Rober Scott Sally Sirkin Lewis |
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For over four years, Clifford Public Relations worked with Los Angeles-based J. Robert Scott, one of the country's leading home furnishings and design companies. In addition to promoting the company's home furnishings, textiles, wallcoverings and lighting collections, we helped cement a reputation for J. Robert Scott founder Sally Sirkin Lewis as a pioneer in the interior design world.
SAMPLE MEDIA FEATURES
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| New Zealand Trade And Enterprise | ||||||
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SOLUTION In a joint venture between our New York and Los Angeles offices, we undertook a multi-pronged campaign for New Zealand Trade and Enterprise that involved: media relations; an "Ambassador" program in which we identified, contracted and worked with some of the country's top chefs and sommeliers; launch and Ambassador events; and trade show support. With thirteen Ambassadors participating in the program to stellar results, four launch events and numerous trade events undertaken as well as over ten million media impressions and hundreds of new business leads for New Zealand exporters, the program has truly put New Zealand food and wines on the culinary map. KEY MEDIA PLACEMENTS
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| KAHLUA Salon Initiative |
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| Clifford PR was selected by Davie-Brown Entertainment to handle media relations for Kahlua liqueur-infused spa events taking place simultaneously at salons in Denver, CO and Austin, TX. Since Kahlua's distributor Allied Domecq sponsored the film "Catwoman," the events were held to coincide with the film's premier, and included cats and their owners receiving Kahlua-style hair and skin treatments at the participating salons. Our goal was to generate awareness of Kahlua in Austin and Denver in advance of Starbucks' media push for their own coffee-flavored liqueur.
CHALLENGE Aside from cats being naturally reluctant to travel in carrying cases, and the possibility of the media viewing this event as "inhumane" for felines, we had only two weeks to find cat owners in both markets who would allow their feline pets to participate in the event. We wanted to secure a great visual for broadcast press, however, we didn't want the media to focus on the cats and lose the Kahlua message. SOLUTION Our solution was to secure calendar mentions and broadcast segments in advance of the event. This enabled us to fill up all appointment slots one week prior to the events, so we were assured that we would have enough cats and owners in attendance. We also drafted talking points and press materials regarding the safety of the Kahlua-style cat treatments (they did not contain actual Kahlua), and the types of Kahlua-infused human treatments and drinks that would be served at the salons. A B-Roll crew in the Austin market was hired to distribute the footage to the local news media post-event. We created a fun visual at the Austin salon by showcasing a cat beauty pageant, and awarding a tiara and glass bowl to the "Most Transformed Kitty." One newscaster even brought her own kitty to the pageant! KEY MEDIA PLACEMENTS
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| Platinum Guild International USA, Jewelry Inc. (PGI-USA) 2004 Emmy Awards Jewelry Preview |
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| Clifford PR was selected to handle event coordination and media relations for Platinum Guild International USA, Jewelry Inc.'s 2004 Emmy Awards Jewelry Preview. Our goal was to loan platinum jewelry to stylists for their celebrity clients to wear on the red carpet. Additionally, we wanted to establish PGI-USA as jewelry experts among the entertainment media and secure media interest in and generate buzz about platinum.
CHALLENGE There are a million hotel suites hawking the latest products to stylists and media during the Emmy Awards, including gold jewelry designers. Additionally, stylists are reluctant to try out new designers, and are used to going to the same jewelry houses each year, regardless of the type of metal. SOLUTION We decided to host PGI-USA's suite 1 week before the Emmy Awards, in order to avoid any competition. To generate interest in the event among the stylists and media, we made sure to showcase only the latest, one-of-a-kind platinum pieces that had never before been photographed or seen on the red carpet. By offering product insurance for all celebrity loans, we presented stylists with the opportunity to try new platinum designers. Since the stylists compete with each other, we made sure to secure private appointments in advance of the suite. The media was enticed by the event because they previewed millions of dollars worth of platinum product in a relaxed setting, before it hit the red carpet. Our press kits focused on platinum's "pure rare eternal" messaging, which successfully demonstrated why celebrities love to wear platinum jewelry. As a result, 29 celebrities wore platinum jewelry to the 2004 Emmy Awards, and all of the top entertainment media attended the PGI-USA suite and interviewed a jewelry expert. The event was such a success that we are replicating it for the Golden Globe and the Academy Awards. KEY MEDIA PLACEMENTS
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| MOVIELINE'S HOLLYWOOD LIFE MAGAZINE Young Hollywood Awards |
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| Clifford PR was selected by Movieline's Hollywood Life magazine to handle media relations, and event press/talent coordination for its 7th Annual Young Hollywood Awards in Los Angeles, CA. Hosted by Aisha Tyler, the awards were presented by today's top stars including Halle Berry and Pierce Brosnan, to celebrate the performances of Hollywood's younger generation. For the past fifteen years, the magazine has showcased emerging talent in its popular "Young Hollywood" issue. Movieline's Hollywood Life has established the Young Hollywood Awards as the premiere event to honor rising artists who are leading the way in entertainment. Our goal was to generate press post-event press in order to increase awareness + sales of the magazine.
CHALLENGE There was an abundance of "Young Hollywood" events within the same month, all with similar celebrities and targeting the same media. Additionally, we only had 2 weeks to develop and execute a media relations campaign including drafting press materials, and securing ample print, broadcast, and online press for the red carpet and inside the venue. Also, we were told to restrict all broadcast press to a 3 minute segment that would air within a week of the show. SOLUTION In order to garner media interest, we drafted a tip sheet listing all of the top celebrities who would be in attendance. The tip sheet also alerted media about the 3 minute coverage and air date policy. Additionally, we offered exclusive interviews during the show to the top broadcast outlets, and the opportunity for them to shoot the talent enjoying the after-party. We made sure to assign positions to all media and photographers on the red carpet, and designated a publicist to escort all talent through the press line in order to guarantee great access to the talent. Immediately post-event, we provided broadcast outlets with complimentary B-Roll footage, and supplied print reporters with behind-the-scenes notes for their columns. SELECT MEDIA PLACEMENTS
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| DMJM |
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 OVERVIEW
For over 3 years, CPR has worked with the architecture and interiors divisions of DMJM, one of the country's largest architecture, technology and program and construction management firms in the country. Our challenge has been to raise awareness for the firm's projects and people. We've positioned the firm and its key principals as a resource for the media on issues ranging from security to design trends. We have also endeavored to complement DMJM's overall branding strategy while at the same time establishing a unique personality for the design group. RESULTS We have gradually built a reputation for DMJM with its key media audiences and with media most likely to lead to new business opportunities for the firm. Our success with the LA architecture group, led us to create a PR Tool Kit for the firm's satellite office and to undertake select project work for them. Our coverage for DMJM has run the gamut from personality profiles in the likes of LA Confidential to product coverage in Contract and Interior Design to project features in the Wall Street Journal and Los Angeles Times. We have also supported DMJM at events and with the launch of monographs. |
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| Mossler Deasy & Doe |
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| OVERVIEW
For nearly 2 years, Clifford PR has worked with Los Angeles' premier real estate firm specializing in architecturally significant homes and estates. Our campaign has included positioning the firm's three partners as experts and resources to the media; generating coverage of the firm's noteworthy properties; and positioning MDD as a player in real estate trends around the world. We have also coordinated charity and event partnerships for MDD that have led to meaningful relationships for the firm as well as helped hem to launch a subsidiary — Ranch Marketing Associates — and a revamped web site. RESULTS Media coverage for MDD has run the gamut from men's magazines to business publications, from VH-1 to the Financial Times. A recent placement for a home represented by MDD in Details secured the sale of the residence. Coverage of the firm's stunning ranches in publications like Western Interiors & Design and Robb Report have led to significant buyer interest and in some cases actual sales. Since many of the firm's properties are priced at $20 million plus, the ROI on our retainer is immense. 
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