We were engaged to announce Herschel Supply’s first stand-alone retail shop in Metro Vancouver, execute a media and influencer launch event, and successfully capture the attention of press with news of “The Lemonade Stand.” The strategy included communicating that “The Lemonade Stand” would act as the company’s foray into brick and mortar with a Vancouver-based flagship store set to open in 2018. Select media were offered in-person interviews with Herschel Supply’s founder Lyndon Cormack on opening day. Following this, a curated list of lifestyle, design, and outdoor influencers were invited to attend the evening event that marked the official launch of “The Lemonade Stand.” On-site spiked lemonade, created by Vancouver’s most widely-known bartender, shuttle busses, and on-site gifting were all tactics employed to ensure a strong event turnout.
In two short weeks, our team secured 14 pieces of media coverage including Strategy Magazine, The Kit, Retail Insider, Vancouver Sun, Daily Hive, Business in Vancouver, VITA, and Georgia Straight among others. The total audience reached was upwards of 4M. With only a week’s notice, the patio party was a success with 95% of RSVPs in attendance and a grand total of 150 guests on-site. Professional photos from the event were shared with the guest list the day following which resulted in a second wave of social posting.