Event Coordination, Public and Media Relations
Baker Public Relations was retained by Lord & Taylor to create a multi-faceted campaign to build anticipation for the grand opening and to reintroduce the retailer to the Capital Region. Baker PR generated pre-opening buzz beginning in July 2014 at Saratoga Race Course in Saratoga Springs during the popular and world-renowned six week horse racing meet.
This campaign included strategic sponsorships, networking events, meet and greets with influential community leaders, informal modeling at the track and promotion of the Lord & Taylor Pop-up Shop at Saratoga Race Course. We continued the anticipation with community organizations, VIPs, bloggers and media.
Our relationship with Lord & Taylor continued through PR and media relations initiatives, including in-store events, fashion shows, networking events, and unique promotions.
Baker PR coordinated and staged a successful grand opening event to unveil the new two-level, 100,000 square-foot store in Crossgates Mall in September 2014. The celebration drew more than 1,400 attendees and raised nearly $50,000 for two community charitable organizations.
Awareness continued post-opening with a ribbon-cutting with elected officials and weekend-long, in-store activities including DJs, catering, photo lounges and a personal appearance by shoe designer Steve Madden.
The grand opening was featured in the Times Union, Albany Business Review, Saratogian, Saratoga Today, Saratoga Business Journal, Altamont Enterprise, The Daily Gazette, Saratoga Living, Troy Record, 518LIFE, Albany.com, WNYT, News10, Time Warner Cable News, CBS6 and more.