Third Annual Holiday Press Preview Announcement!
Lucid is excited to announce we are hosting our third virtual Lucid Press Preview on July 15th, 2021, beginning at 3 pm EST. This year we will host it at The Palmerston House, a beautiful newly renovated home in downtown Toronto. This fun and experiential activation has been extremely successful having done this a handful of times virtually because of the pandemic. So instead of Jetsetting to NYC and Toronto hosting these events in the major media centers of the US + Canada, we will continue to bring it to Zoom! And thankfully, we still maintain ‘facetime’ with our media guests, and are able to immediate feedback while one of our staff moderated the chat room throughout. The silver lining is we also be able to reach more media over having them physically come to the events in either city! We have now hosted three of these, and have over 100 major media outlets join in for the call, garnering a ton of press for our clients and keeping them fresh in their radar with as close to ‘hands on’ way of telling their story, and highlighting key products and new product launches.
Here is a running list of brands involved:
Fashion & Retail:
Meirako * currently Tiny Zen Memory and are launching their rebrand to Meirako this August
Health and Wellness:
It’s a wrap! // We officially finished executing our first ever virtual media preview and we couldn’t be more impressed with the turn out. Thank you to all the media who joined in on our call! We are very lucky to work with such an incredible roster of like minded brands and entrepreneurs. Separate but together.
Here is some feedback from our media guests!
“Working in lifestyle television, I go to many media previews but am always most impressed on how Lucid is able to position their clients in a way that really stands out and inspires new ideas. Michelle and Alanna are so friendly and make their previews exciting by pinpointing what makes each of their clients unique, and how they relate to what’s current in the world. I would walk away with not only knowledge of unique and new products to feature on air, but even pitch ideas for new segment concepts.” – Davida Houston, The Marilyn Denis Show
” I just wanted to follow up and say I was SO impressed by your presentation and cannot wait to experience these small business up close and personal. Thanks again for including me!!” – Michelle Elvin, Chicago Parent Magazine
” Thanks so much for coordinating! It was so fun and great to see all of the product, even if virtually 🙂 Looking forward to working together in the future!” – Katie Maguire, Hunker
“I was floored by both the presentation and the box I received in the mail a few days ago. Thank you so much for organizing and introducing me to these products! I wrote up some of them and included some others in product round-ups…” – Kalina Nedelcheva, Trend Hunter
“I just wanted to say thank you so much for the generous package 🙂 I just received it today and it felt like Christmas! All of the goodies will of course be top of mind for future H&H product round-ups.” – Victoria Christie, House and Home Magazine
The old days….when we had physical events….
Now celebrating our 13th year, Lucid Communications’ Seasonal Press Previews have become our most well-attended and high-profile media events hosted Toronto and NYC. We have worked with various hotels in the past including The Hazelton Hotel, Windsor Arms, The Thompson Hotel, The Templar, and The Smyth Hotel.
Lucid has become partners with AKA Tribeca in NYC for our US preview, and The Ossington House in Toronto for our Canadian preview. However, due to the Covid-19 pandemic, our July 2020 event will be hosted virtually. We will set up a studio space as we have in the past, and will host Zoom meetings with key media throughout the day. We will arrange a videographer to film Lucid staff, who will provide a video pitch on behalf of each client— telling their story, highlighting key products, and introducing new product launches. We will then send out a link to our YouTube channel which will play client videos to major media who could not ‘attend’ the Zoom call. While these circumstances are not ideal, the silver lining is that we will be able to reach more media over having them physically come to the event. We will be sure to follow-up to gage interest and see if media have questions on any of our clients leading into December.
We will pull together a curated media gift bag with our client’s products and will send them to key media in NYC, Toronto and Los Angeles.
The objective of this curated event is to have all of our brands work together to create an intimate, one-stop shopping environment where top-tier media can come and gather great story ideas for end of summer/gift guide season and long lead print publications.
An original media list is developed each season to include editors, producers and bloggers in the lifestyle, food & beverage, health & nutrition, bridal, baby, retail, design & décor and fashion & beauty beats. A compelling media save-the-date and subsequent invitation are created and distributed in order to book personalized one hour, one-on-one visits throughout the two-day set-up. The experiential activation is designed to engage, create interest, creatively tell each brand’s story, pitch product placement, generate product trial, offer story angles, and pitch spokesperson interviews on behalf of participating brands.
Traditionally, before Covid-19, we would load into the venue on day one and carve out intimate vignettes for each brand to showcase their lines and products. We present on the second day on behalf of our clients, showcasing their products and pitching stories and features to our top-tier media guests. We then host a Cinq à Sept at the end of the day for our influencer guests, health/beauty media, and producers with onsite activations with select clients.
We will be offering a bonus in our NYC presentation: we will take a small collection of products for each client around on desksider meetings the following day for key media that weren’t able to attend the virtual event. This way, we will ensure that we get each brand in front of as many media as possible.
Below is a list of several media outlets that have attended these exclusive media presentations in the past.
Canadian Living | Fashion magazine | Chatelaine | Flare | CityLine | Refinery 29 | Hello! Canada | eTalk | Marilyn Dennis Show | Breakfast TV | Style at Home | Canadian House and Home | Wedding Bells | Toronto Life | Toronto Star | The Kit | Globe and Mail | National Post | Toronto Sun | Today’s Parent | Best Health | Elle Canada | Huffington Post to name a few.
InStyle | Vogue | Harper’s Bazaar | Marie Claire | Cosmo/Seventeen Magazine | Good Housekeeping | Nylon | Time Out NY | Town & Country | ELLE | O Magazine | Family Circle | Well + Good | Teen Vogue | Huffington Post | Vanity Fair | Harpers Bazaar | WWD | Real Simple | Health | Shape | Self | Glamour | Allure | Refinery 29 | Goop….and many more stylists, freelancers and producers.
Following the presentations, each guest is provided a link to our secure microsite featuring supporting media materials and images. On-site photography at each event captures the activations, and we will share on our social media channels as well.
To ensure the participants’ seasonal stories remain top-of-mind, each journalist will receive a bag of featured products to taste, try, photograph and report on for their upcoming gift guides, features and television shoots.
Given the nature of long-lead appointments and media relations story pitching, placement and planning continues well after the last appointment to coordinate ongoing coverage with both attending and non-attending media. All coverage is tracked and shared on social media to increase exposure.
“Working in lifestyle television, I go to many media previews, but I am always most impressed by how Lucid Communications is able to position their clients in a way that really stands out and inspires new ideas – and in like-minded and cool venues. Michelle and Alanna are so friendly and make their previews exciting by pinpointing what makes each of their clients unique, and how they relate to what’s current in the world. I walk away with not only knowledge of unique and new products to feature on-air, but even pitch ideas for new segment concepts.”
– Davida Houston, The Marilyn Denis Show
Blogtail Cinq à Sept cocktail party:
At the close of Day 1 appointments, Lucid Communications hosts a Cinq-à-Sept cocktail party for influencers, bloggers and freelance editors and producers. This event includes wine and food pairings, hair and make-up touch-ups, skin consultations, group walk-about presentations, and more.
Video footage and past press on events: