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SA Baxter

SA Baxter

Objectives

In a crowded marketplace, BR|PR was brought on to launch this B2B luxury architectural hardware company, an innovative brand that revived the ancient lost-wax process. The firm opened a showroom in the New York Design Center as well as in London’s Chelsea Harbour Design Center. We represented the SAB for approximately five years, introducing new designer lines and products.

Approach

Founder/CEO Scott Baxter is a successful entrepreneur who has launched numerous ventures in media, communications, and software technology over the past 20 years. With SA Baxter, he brought a unique approach to design and manufacture that promised to forge a new path within the decorative hardware industry. Our campaign was multi-faceted; we targeted a wide range of press outlets to position the brand across multiple industries, including consumer, business, interior design, architectural design, and industry trades.

Results

BR|PR launched SA Baxter with the front-page of the New York Times’ Home section. We later pitched and secured a second NYT feature in the Green/Environment section and third in the business section. We focused on a number of key industries that were important to the company’s success and domination of the architectural design sector.

We hosted several events at the New York Design Center showroom–attended by architects, designers and others in the trade, as well as journalists–to introduce SA Baxter’s guest designers and new product lines. We secured newspaper, magazine and TV coverage with total media impressions of approximately 300M.

Media coverage included business outlets such as CNBC, Forbes Life, Business Week; design media including Architectural Digest, Elle Décor, House Beautiful, Interior Design Magazine; women and luxury press such as Martha Stewart Living, The Robb Report, Departures; trade publications such as Builder & Remodeler, Industry Week, and Interior Design.

BR|PR established the brand as an innovator and industry leader within its targeted market segment both nationally and internationally.

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