ABC CARPET & HOME

CHALLENGE
KCo collaborated with famous New York-based design, beauty and experiential retailer, ABC Carpet & Home, in spring 2013 timed to Yoko Ono’s “Imagine No Fracking” window installation. In addition to the challenge of securing a press exclusive with a top-tier publication just before or timed to the installation unveiling, KCo was tasked to create buzz for several important events at the store about fracking. As part of the PR engagement, KCo was also able invite select press to the various events, including discussions with Deepak Chopra and involvement from other business leaders and celebrities.

Strategy
Excited to help educate consumers about the dangers of fracking, KCo quickly became experts on this pressing environmental issue. KCo closely monitored the news and Governor Cuomo’s actions to craft relevant and timely pitches to key media, helping to build momentum and press interest leading up to the fracking events. In addition to the challenge of securing a press exclusive with a top-tier publication just before or timed to the installation unveiling, KCo was tasked to create buzz for several important events at the store about fracking. During the PR campaign, KCo secured a variety of media to attend the various in-store events. While leveraging Yoko Ono’s project involvement and passion against fracking, KCo pitched select art, entertainment and lifestyle outlets across both print and online media categories, along with local NY-based media.

RESULTS
The New York Times Arts section ran an exclusive with the first image of the “Imagine No Fracking” installation. Following this placement, am New York published an article. Event attendees included editors and reporters from Vanity Fair, Refinery29, edible New York, FOX Business and more. Post-event coverage with photos from the step-and-repeat at the opening night with Yoko Ono, Adrian Grenier and Susan Sarandon were available for press, and the evening was a celebration for all who attended. A full house came out to support Yoko’s latest project, learn more about fracking and watch business leaders take action by signing a pledge against fracking. KCo continued to send through press inquiries and opportunities to ABC Carpert & Home after their engagement, as a result of their outreach.



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