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Adobe Systems, Inc.
C2 Collections
of Color
Childhaven
Columbia City
Fremont
Getty Images, Inc.
Seattle City Light
Seattle DOT
Seattle Fringe
Theatre Festival
Security Properties
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North American Public Relations Campaign
Muir Public Relations launched a new paint line-C2 Collections of Color-throughout North America for the Coatings Alliance. This campaign showcases Muir Public Relations' ability to mount a major North American media campaign with stunning and immediate results.
Muir Public Relations has secured over 75 articles throughout the United States and Canada in an 18-month period, comprising over 12 million impressions. Prominent placements in consumer publications include the New York Times, Boston Globe and House & Garden. Placements in significant paint industry trade publications include Paint and Decorating Retailer, Paint and Wallcovering Contractor and Paint Dealer.
Features of the campaign include: national launches in the United States and Canada, launches in each market where the product is sold, and rigorous ongoing media and public relations effort.
Muir has carried out the very successful national campaign as well as 15 local and regional campaigns in Boston, Toronto, Seattle, Calgary and Edmonton, among others.
Muir Public Relations won two international awards for this campaign: one for the media kit design and the second for the product introduction.
Media Kit With Flair:
The campaign showcases the C2 Ultimate Paint Chip (18" by 24"), as well as the entrepreneurial courage of a collection of small regional paint dealers collaborating to create and market a new luxury line of paint across North America, competing successfully against much larger companies.
The media approach grabs press attention by utilizing the company's unique-and enormous-paint chip as the centerpiece of the media kit. Sent in an 18" by 24" envelope, it is hard to miss on a journalist's desk.
On the outside of the huge envelope, Muir posed the question "How big was the thinking when a group of independent retailers decided to create their own line of premium paint?" Inside the kit, on the equally huge paint chip, the question is answered: "For starters, this is their paint chip."
Dual Use:
The media kit is dual use, equally attractive as a marketing package for use with potential new retail and interior design partners for The Coatings Alliance.
The covers of the kit mimic the paint can labels, full of color and grace. Inside, the contents are also all about color-multiple shades of letterhead reinforce the color focus, and three richly pigmented paint chips illustrate a range of paint color. The enclosed CD provides printer-ready full-page descriptions of the product and its many applications in interior and exterior design. Overall, the package is rich, many layered and luxurious-exactly the message the company wants to portray.
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