CLIENT

Renaissance Tile & Bath

EXECUTIVE POSITIONING & PRODUCT LAUNCH

BACKGROUND

  • Renaissance Tile & Bath is a leading luxury tile and bath retaile
  • Company needed to differentiate itself in this highly competitive market
  • President David O’Neil, not a product designer by background, had developed a new luxury tile line called “Nest”

CHALLENGE

  • To develop a marketing campaign that would serve three purposes:
    • Support the brand and sales goals of Nest
    • Position O’Neil as an emerging product designer
    • Increase awareness for Renaissance Tile & Bath as exclusive “provider” of Nest

STRATEGY & 
EXECUTION

 

  • Created an integrated “Thought Leadership” PR and marketing campaign
  • Developed a highly sophisticated press kit containing:
    • Stylish installation and product photos, as well as shots of O’Neil
    • Background on O’Neil as a businessperson and designer
    • Design Vision Q&A for Nest
    • Product press release and fact sheet
  • Conducted a NYC media tour, meeting with leading national home and design editors
  • Instituted quarterly “design trend articles” from O’Neil distributed to national, regional and local consumer and design trade media
  • Developed communication materials for the company’s showroom managers to assist in selling the new tile line

RESULTS

  • Exceeded sales expectations within 18 months, surpassing $1 million in revenue

  • Unprecedented media coverage: Nearly 10 million media impressions generated via:

    • HGTV
    • Veranda

    • House & Garden

    • Interior Design

    • Kitchen + Bath Business

    • Atlanta Magazine

  • Trend articles picked up in newspapers, magazines across the country

  • O’Neil seen as burgeoning designer

  • Increased awareness of Renaissance Tile & Bath brand

THE PUBLIC RELATIONS RESULTS EXCEEDED EXPECTATIONS, GENERATING UNPRECEDENTED MEDIA COVERAGE.
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