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Build-A-Bear Workshop Home
New Brand Launch
Client: Pulaski Furniture
Situation:
Pulaski Furniture was introducing a unique concept in children's furniture - the first line of furniture designed by kids for kids. The company also wanted to demonstrate the research and amount of input it received from a variety of sources to develop and introduce the line, including mom-expert Maria Bailey, noted creative Craig Yoe and moms and kids.
Challenge:
- Communicate a new concept in children's furniture to the sales force, retailers as well as trade and consumer media.
- Demonstrate the unique process that was used to design and develop the line.
- Bring both the process and the concept to life.
Execution:
In addition to a launch video that was used to help tell the story behind the new line, Quixote Group conducted introductory media relations for the launch, including trade and consumer media.
PROGRAM Results:
Build-A-Bear Workshop Home was one of the most talked about launches at the High Point Furniture Market, and the introductory media relations efforts generated more than 33 million gross impressions.