L’éclair de Génie’s was in search of a PR partner to support the launch of its first North American location here in Vancouver. We were engaged to create a unique and experiential media preview that would garner interest ahead of the public launch. We took a two-part approach leading up to the store’s public launch, starting with a media preview. Traditional media and food bloggers were invited to a tasting including one-on-one interview opportunities resulting in pro ling of Pastry chef Christophe Adam, store and eclairs. In addition, lifestyle in uencers were invited to an evening soirée with champagne, photo wall and props and take-home Polaroids. A custom Snapchat filter and campaign hashtag was in place to encourage social activity.
Through these efforts we were able to secure more than 5.8M impressions for the launch with 158 pieces of traditional and social media coverage. Journalists from outlets including Daily Hive, Georgia Straight, Vancouver Sun, 604 Now and CBC. The launch event attended 40 people. Upwards of 100 photos went live on Instagram with the hashtag #ohlaleclair. The following day’s public launch saw the store sell out of eclairs by 3pm on both Saturday and Sunday with a lineup down the block.