merit
Glen-Gery, the oldest known brick manufacturing company in North America, engaged Planit to strategize, position and announce their forthcoming 2023 Brick Styles Catalog, a collection of the trending brick styles and new products from Glen-Gery for the year. Given the client’s ongoing desire to align its high-end built brand with style and fashion brands, Planit saw a ripe opportunity to create an exciting experience that would launch the year’s product offerings in a unique manner to key audiences while continuing to position and further nurture the dialog that brick can be used as a style statement.
The primary goals were multi-faceted: 1) to garner earned media coverage in local and regional consumer outlets, and national consumer and architectural trade outlets for the fashion event and the 2023 Brick Styles catalog launch; 2) to support attendance by media and consumers to the event; and 3) to raise awareness in a thought-provoking, experiential manner as to how brick ties to style via the catalog and fashion show. While the secondary goal was to continue to create a tangible connection between style, fashion and bricks.
February 10-15, 2023 was New York Fashion Week - a celebration of forthcoming styles, trends and looks that would continue to evolve from the runways to everyday fashion, home decor, and through elements of consumers’ everyday lives. The 2023 Brick Styles Catalog launch would serve as an experiential, unique fashion show with HARMONIA NY, featuring Daniela Peckova Watanabe, designer for the company and the front page model of the 2023 Brick Styles Catalog.
By creating a collaboration with a fashion designer to showcase looks inspired by this year’s brick offerings, and hosting a fashion show as part of the famed New York Fashion Week (NYFW), Fashion Built NYFW - Glen-Gery x HARMONIA NY used the 2023 Brick Styles CatalogGuide, featuring more than 450 products and 29 new designer bricks, to create 14 high fashion looks which were featured via at fashion show at the worldwide flagship Brickworks Design Studio on Fifth Avenue in NYC, on the closing night of NYFW.
To work towards the realization and ultimately success of the launch and the event, Planit executed pre-event, day-of, and post-event tactics. (Please see brief attached.)
The strategy and tactics led to more than 15 earned media placements, over 17.8 million total earned impressions, and contributed to 28 confirmed media attendees pre-event and 10 media attendees on-site. Media placements were secured in national architectural and design trades such as Retrofit and MASONRY Magazine, as well as in national consumer outlets like the New York Post’s Page Six (print edition), Times Square Chronicles, and New York Daily News to name but a few. Qualitatively, we also saw the connection between style, fashion and the built industry in a uniquely novel way. Additionally, a PR Newswire distribution was also added, which contributed 403 total pick-ups and an estimated reach of 244,816,337 in estimated reach, with secured placements in BuzzFeed, Retail Dive, Business Insider, and Women’s Wear Daily.
