Our Purpose: Brix was the chosen PR partner to tell the story of Herschel Supply’s first stand-alone retail shop in Metro Vancouver, execute a media and influencer launch event, and successfully capture the attention of North American press ranging from design, to marketing, business, fashion, and lifestyle titles with news of “The Lemonade Stand.”
Our Approach: The media outreach strategy included communicating the brand’s decision to activate in its own backyard along with the news 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. To provide direct access to Herschel Supply’s founder Lyndon Cormack, one-on-one opportunities were offered on grand opening day. Alongside urban professionals, 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.” Brix partnered with a distillery local to Deep Cove, and one of Vancouver’s most widely-known bartenders, in order to offer spiked lemonades on-site. Tactics were employed to ensure a strong turnout with the first 100 guests gifted Herschel Supply themed-totes and shuttle busses complete with travel-sized lemonades running back and forth from downtown Vancouver to Deep Cove.
Our Impact: In two short weeks, Brix secured 14 pieces of media coverage including Strategy Magazine, The Kit, Retail Insider, Vancouver Sun, DailyHive, Business in Vancouver, VITA, and Georgia Straight amongst 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.