Case studies

DAVID LASKER
COMMUNICATIONS



+VG Architects

caseStudy-vgArchitect

We devised a killer story hook to ensure enthusiastic media pickup on the restoration of Toronto’s Old City Hall by +VG Architects (formerly The Ventin Group, Architects). After sending out the media kits, we followed up with a one-page alert to media contacts with the headline “The Gargoyles are Coming! Architectural Icons Return to Old City Hall” under the architect’s sketch of the new gargoyles. Who can resist gargoyles?

Press hits:

Building Magazine
Canadian Architect
Canadian Geographic
Daily Commercial News (front)
CBC TV Canada Now Local News
Global TV News
Globe and Mail (3X)
Indian Architect and Builder
Heavy Construction News (front)
Mike Filey AM 740 radio
National Post
Toronto Star (B section front)
Toronto Sun (2X)

Sylvania

caseStudy-sylvania

How do you get journalists to show up for a press event in August in steaming downtown Toronto, when everyone’s gone fishing until Labour Day? Lighting giant Sylvania had chosen the worst time of year to launch Canada’s first commercially available full line of LED (light-emitting diode) lighting products for the home. The invitations to our Gardiner Museum event proclaimed that celebrity chef Jamie Kennedy would cook and that well-known interior designer Eric McClelland would speak. We had a full house.

Press hits:

Azure
Builder Architect
Calgary Herald
Canadian Facility Management
Canadian Home & Country
Canadian Interiors (2X)
Canadian Renovator
CityLine, CTV
CIVT-TV, Vancouver: CTV News Live at Five
CJOH-TV, Ottawa, CTV News
CKCO-TV, Kitchener-Waterloo, CTV-News
Decormag
Edmonton Journal
Electrical Business
Globe and Mail (2X)
Hardware Merchandising
Home Improvement Retailing
Kitchener-Waterloo Record
London Free Press
National Post
Ottawa Citizen (2X)
Quebec Habitation
Styles de Vie
Toronto Star (3X)
Vancouver Sun
Victoria Times-Colonist

Teknion

caseStudy-teknion

Aiming to position Teknion’s new Contessa ergonomic task chair as the best on the market, we created a media kit that would help the business or general-interest editor, who usually isn’t a design specialist, understand why the chair was newsworthy.
To distinguish the Contessa from its competitors, we created the Contessa Comparator, a spreadsheet in the media kit with task-chair parameters going up the page and the Contessa and its competitors (Allsteel #19, Haworth x-99, Herman Miller Aeron, Humanscale Freedom, Knoll Life and Steelcase Leap) across.
Voilà! Contessa had a solid row of “X”s; every other chair was hit-or-miss, demonstrating objectively that Contessa was the best. Indeed, Teknion sales reps use the Contessa Comparator as a marketing tool.

Press hits:

Award Magazine
Canadian Business
Canadian House and Home
Financial Post
IDSA (Industrial Designers Society of America) Innovation
Monday Morning Quarterback
Officeinsight
The Globe and Mail (2X)

Kevin Karst Design

caseStudy-karst

Our images and text delivered the mass-media breakthrough for Kevin Karst Design, which offers custom cabinetry and furniture for residential, commercial and institutional markets. The rise in Mr. Karst’s profile led to the invitation for him to be a seminar speaker at Toronto’s 2015 Buildings Show, North America’s largest annual exposition, networking and educational event focusing on the design, construction and management of real estate.

Press hits:

National Post Homes section front and turn
Zoomer