
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
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Exceeded sales expectations within 18 months, surpassing $1 million in revenue
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Unprecedented media coverage: Nearly 10 million media impressions generated via:
- HGTV
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Veranda
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House & Garden
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Interior Design
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Kitchen + Bath Business
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Atlanta Magazine
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Trend articles picked up in newspapers, magazines across the country
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O’Neil seen as burgeoning designer
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Increased awareness of Renaissance Tile & Bath brand