|
While we measure success in terms of meeting and even surpassing client goals, we also take great pride in the fact that our work is regularly recognized by the public relations industry, as well as outside of the industry. These honors acknowledge our dedication to creating programs that produce results and make a significant impact. Following are some recent examples of our award-winning work.
"The New Look of Comfort - Launching Todd Oldham by La-Z-Boy"
Since 1927, La-Z-Boy has been been synonymous with comfort, but not style. The company sought to change the perception of its brand by enhancing its recognition as a stylish and contemporary furniture provider. LCWA helped the company secure Todd Oldham, the hip fashion designer who has dressed Julia Roberts and Susan Sarandon and hosted MTV's "House of Style" and "Crib Crashers," to design a collection of young and fun furniture and accessories.
Once the collection was ready to be unveiled, LCWA turned on the public relations machine to spread the word.
The collection was launched at a press conference attended by more than 100 media contacts during The International Home Furnishings Market.
Mass outreach efforts included an eye-catching press kit, dedicated consumer and media Web sites, b-roll package and audio news release.
We maximized Oldham's limited availability by scheduling interviews only with the highest-priority media, including the Associated Press, Universal Press Syndicate, Los Angeles Times, People, National Public Radio and "Extreme Makeover: Home Edition." Targeted pitches were developed to secure stories among business, consumer print and broadcast media yielding coverage in BusinessWeek, The New York Times, Wall Street Journal, Chicago Tribune, Time and Elle and television placements on "Queer Eye for the Straight Guy," "While You Were Out" and "Real World/Road Rules Challenge."
We also facilitated a partnership between La-Z-Boy and the trendy W Hotel for Todd Oldham to design and furnish the VIP Room at New York's Fashion Week, seen on "Access Hollywood."
Combined, these elements have generated more than one billion media impressions. Since its introduction, sales of the Todd Oldham by La-Z-Boy Collection have exceeded goal by 25 percent.
Honors included:
Best In Show Skyline Award, presented to the the best program of the year by the Chicago chapter of the Public Relations Society of America. Spectra Award, presented by the Chicago chapter of the International Association of Business Communicators. Silver Trumpet, presented by the Publicity Club of Chicago.
Glidden "Paint In Your Pajamas" Media Event
The LCWA team was assigned to launch a new Color Consultant microsite that allows consumers to access professional interior design help at any time. LCWA debuted the site to influential national media at a "Pick Paint in Your Pajamas" event held appropriately at Duvet nightclub in New York City, a restaurant where drinks and food are served in beds.
More than 40 magazine editors attended the event where they lounged in robes and experienced the new site firsthand using laptop computers. Extensive media coverage was gained throughout the year.
Honors included:
Elynore Dolkart Meserow Creativity Award, presented to the most creative program of the year by the Publicity Club of Chicago. Merit Award, presented by the Chicago chapter of the Public Relations Society of America. Silver Trumpet, presented by the Publicity Club of Chicago.
Ace Hardware "New Faces for Helpful Places"
When Ace Hardware sought a community relations program that would reinforce the company's pledge to be the "helpful place," LCWA came up with the "New Faces for Helpful Places" campaign. Through this program, Ace gave "new faces" to eight local "helpful places" across America to literally and symbolically contribute back to the neighborhoods that have made Ace stores successful for eight decades.
The community relations initiative contributed labor and materials to repair and refurbish "places" that help residents with services, recreation and comfort. The program brought comfort for children in medical waiting rooms, joy to kids in the form of a new playground and pleasure for seniors enjoying hot meals in a warm setting. "New Faces" generated immeasurable community goodwill and extensive publicity in each market.
Honors included:
Elynore Dolkart Meserow Creativity Award, presented to the most creative program of the year by the Publicity Club of Chicago. Skyline Award, from the Chicago chapter of the Public Relations Society of America. Silver Trumpet, presented by the Publicity Club of Chicago
La-Z-Boy "Friends" Recliner Program
To enhance its recognition as a stylish brand, La-Z-Boy partnered with InStyle magazine and the cast of NBC's hit
sitcom, "Friends," to create celebrity-designed recliners that would be auctioned to benefit charity. The unique
recliners created by Jennifer Aniston, Courteney Cox, Lisa Kudrow, Matt LeBlanc, Matthew Perry and David Schwimmer
were the foundation of LCWA's comprehensive media relations effort, which included a comprehensive press kit
mailing, PR Newswire distribution, RNR and mat release distribution, targeted pitching and a b-roll package featuring
soundbites from stars of shows including "Six Feet Under," "According to Jim," "Survivor," "The Bachelor," and
"Good Morning, Miami."
The program was a tremendous success, reaching more than 300 million consumers and an advertising equivalency of
more than $4 million. Print highlights included an exclusive first-look in People Weekly as well as coverage
in USA Today, Washington Post, L.A. Times and Chicago Tribune. Broadcast coverage appeared on more than 100
local newscasts.
Honors in the media relations category included:
Chicago Spectra Award, presented by the Chicago chapter of the International Association of Business Communicators Communicator Crystal Award, from an international competition honoring excellence in print, video and audio communications
"Revive Wacker Drive"
We helped develop a communications program to support Chicago's most ambitious road rehabilitation project - the
$200 million reconstruction of the historic two-tiered Wacker Drive, a vital artery through Chicago's
downtown. The LCWA/Chicago Department of Transportation team utilized a blend of communications vehicles,
creative messaging and extensive media coverage to gain community acceptance of the project, minimize
traffic congestion and decrease negative impact on area retailers. Media relations, collateral materials,
graphic design and special events were used to capture attention for the project.
Honors included:
Platinum Award, presented by the Publicity Club of Chicago in 2002, which recognizes the single, best
overall public relations program of the year - the best of the best. Golden Trumpet Award in community relations, presented by the Publicity Club of Chicago. Silver Quill Award in community relations, presented by the Midwest region of the International
Association of Business Communicators. Chicago Spectra Award in community relations, presented by the Chicago chapter of the
International Association of Business Communicators. Skyline Award in community relations from the Chicago chapter of the Public Relations Society of America.
|
