Screen Shot 2016-02-03 at 3.12.10 PM

President’s Choice offers media, mom bloggers an ‘Escape’

Travel-themed preview showed off PC Home's spring/summer collection

President’s Choice Home put a travel twist on its latest media preview, which showcased the Loblaw-owned brand’s spring/summer collection.

For the “Escape With PC” event, which took place Jan. 28, the company’s Toronto office was transformed into a showroom with a resort feel. Four vignettes paired the latest PC products, including patio sets, throw pillows and dishware, with travel destinations including Seville, Spain; Morocco; Santorini, Greece and Honolulu. For example, the Santorini vignette featured PC Home’s new blue Mediterranean-inspired line of melamine dishware.

The event, which was produced by Rock-it Promotions and the Loblaw visual team, targeted media outlets, bloggers and influencers in the home décor space, as well as mom bloggers.

“We wanted to create an event where they could immerse themselves in the collection,” said Kristen Chong, marketing specialist at Loblaw. “We wanted to create an experience for them, so they almost felt like they were at a resort but could look at the items at the same time.”

Screen Shot 2016-02-03 at 3.13.53 PM

And because PC Home products are sold in grocery stores, the brand also wanted to show how its items can be used in everyday life and provide some inspiration to attendees.

“Part of the reason we like to showcase our items in this environment is because not a lot of people discover us when they go into a Real Canadian Superstore or a Loblaws,” said Chong. “We think of ourselves as Canada’s best-kept secret, and it allows us to showcase what we have to offer and bring products to life and to the attention of the [media].”

The spring/summer collection will also include in-store signage, flyer marketing and print look books, as well as ongoing PR initiatives throughout the season.

Add a comment

You must be to comment.

Create a Commenting Account

Brands Articles

Cision sees the press release as ‘essential’ in CNW acquisition

"The press release has an important role to play in corporate storytelling"

Turkish Airlines reaches out to Montrealers at jazz fest

With attacks in Istanbul, tourism marketers have a tough job ahead

Taxi urges Torontonians to strip for a good cause

Canada's largest LGBTQ community centre shows some skin for clothing drive

Senior political thinker Peter Donolo joins Hill+Knowlton

Emily Foucault also joins as five others promoted from within across multiple offices

Boom retains Corby, wins Sofina

Three-and-a-half-year client relationship remains intact while experiential shop finds new business

Heather Reisman on reimagining the 21st century bookstore

Indigo's CEO talks about her future-looking 'beyond books' strategy

Mac’s uses Snapchat filters to promote Frosters

'You Are What You Froster' lets consumers add character to their selfies

The missing links in branded content (Column)

There's an important role for agencies to play in new forms of storytelling

A video tour of Harley-Davidson Canada’s first coffee shop

The iconic motorcycle brand's Canadian GM explains the birth of '1903'