Challenge

Simon Pearce is a brand synonymous with exquisitely hand-blown glassware, pottery, tabletop décor and top-rated restaurants. With a history and awareness that extends more than three decades on the East Coast, LCI was charged with building brand and product awareness throughout the West Coast and driving traffic to new retail stores opened in San Francisco and Costa Mesa.

Strategy

To achieve this goal LCI developed a plan that focused on a first-ever West Coast media tour introducing Simon Pearce to top-tier West Coast (and national) media, significant outreach to expand upon editorial coverage, exposure to the design trade, creating introductions and in-store events with key influential non-profit organizations, holiday gift guide outreach and a DJ Tour. In addition, LCI focused on positioning Simon Pearce as a leader in high-end handmade artisan glass and pottery and personalizing the Simon Pearce story.

Results

Journalists from national, regional and local markets not only featured Simon Pearce's luxury products but also met with Simon Pearce himself during the West Coast media tour in San Francisco and Costa Mesa in November, 2007. As a result of print and broadcast placements, local events, and introductions made, LCI helped drive traffic to the Simon Pearce retail stores in San Francisco and Costa Mesa. Simon Pearce reported a 32% increase in sales in San Francisco during the month of November, as well as increased sales and shoppers in Costa Mesa.

Top tier media coverage and interviews included placements in Bon Appetit, Los Angeles Times, San Francisco Chronicle, California Home and Design, Orange County Business Journal, KGO-TV's "View from the Bay" (ABC, San Francisco), OC Bride, The Windy City Times and Glam.com.

In addition, LCI instituted successful partnerships with Meals on Wheels, ASID (American Society of Interior Designers) and San Francisco Ballet (Northern California) and IIDA (International Interior Design Association) (Southern California), introducing Simon Pearce and hosting in-store events in the region. These activities introduced the brand to like-minded charitable partners whose own constituents are prime Simon Pearce targets.