Celebrating our 13th year, Lucid’s Seasonal Press Previews have become Toronto and NYC’s most well attended and high-profile bi-annual media events hosted by Lucid Communications. We have worked with various hotels in the past including The Hazelton Hotel, Windsor Arms, The Thompson Hotel, The Templar, and The Smyth Hotel.
We have become partners with AKA Tribeca in NYC for our US preview, and The Ossington House in Toronto for the Canadian preview. However this July, in lieu of the pandemic, we will be hosting a virtual event where we will set up The Ossington House as we have in the past, and will do Zoom meetings with key media throughout the day. We will arrange a videographer to film Lucid staff who will do a video pitch on behalf of each client telling their story, and highlighting key products and new product launches. We will then send out a link to our YouTube channel which will play client videos to major media who didn’t ‘attend’ the zoom call. The silver lining is 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 they had questions on any of our clients leading into December.
We will pull together a curated media gift bag with clients products and will send to key media in both NYC, Toronto and Los Angeles.
The objective of this curated event is that all of our brands work well together to create an intimate, one-stop shopping environment for top-tier media to come and gather great story ideas for end of summer/gift guide season for 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, and generate product trial, offer story angles and pitch spokesperson interviews on behalf of participating brands.
Traditionally before COVID, we load in on day one into the venue, 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 pitch stories and features to our top-tier media guests, and then will 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, and will take a small collection of products for each client around on desksider meetings with key outlets the following day that weren’t able to make it out to ensure 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 as well and we will share on our social media channels as well.
To ensure the participant’s seasonal stories remain top-of-mind, each journalist receives 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, 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: