Reintroducing S.T. Dupont, the French Luxury Pen and Lighter Manufacturer, Back to the U.S.
We were engaged by S. T. Dupont to create two bi-coastal events that would serve to initiate the company’s new marketing focus for the United States. Given September was the preferred month for these events, we advised S.T. Dupont take advantage of New York City’s Fashion Week as well as Los Angeles’ Primetime Emmy Awards, both occurring during the same week.
For New York, Tuesday, September 15 was the chosen date for the S.T. Dupont Shop in Shop Boutique at Davidoff launch party. To ensure S.T. Dupont CEO Alain Crevet received personal time with press during the busy fashion week schedule, we also coordinated a press dinner and invited key editors from luxury lifestyle, men’s lifestyle, business, and travel press.
For Los Angeles, we recommended a focus on celebrity outreach to develop S.T. Dupont’s Ambassador Program. We negotiated partnership with Madison and Mulholland Charitable Giving Emmy Suites, which afforded S.T. Dupont opportunity to interact with Emmy Awards nominees and other celebrities, introducing them to S.T. Dupont and identifying possible candidates for S.T. Dupont’s Ambassador Program.
The Lilian Raji Agency has proven to be a great asset in our US marketing strategy. Within a very short timeline, The Lilian Raji Agency pulled together a media dinner during New York City Fashion Week attended by editors of Esquire, Worth, GQ, Forbes, International Herald Tribune, New York Times, Elite Traveler, Robb Report and several others. The Agency was then able to coordinate a reciprocal event the same week in Los Angeles that culminated in our presence at the Emmy Awards. Lilian proved to be entirely vested in our success, and her team worked as if S. T. Dupont was their own company.
The Press Dinner: Dinner and Conversation with Alain Crevet
Attendance of the dinner included editors from Robb Report, Elite Traveler, Worth, Esquire, ForbesLife, New York Times, National Jeweler, Veranda, Men’s Journal, Men.Style.com, Departures and Smokeshop.
Press response post event was very positive, with many expressing gratitude for being invited and commenting on the value the dinner gave in better understanding the S.T. Dupont as a brand. Many also commented on the ingeniousness of holding the dinner during Fashion Week and all were impressed with the quality and caliber of their dinner companions.
Of note, the media dinner occurred during several high profile events, including the Michael Bastian Men’s Collection Show, Marc Jacobs Collection Show, and Vanity Fair Party. Three editors commented on leaving the Michael Bastian show early to attend the dinner.
Press coverage resulting from the dinner include GQ, Men’s Style, Smokeshop Magazine, Worth, Men’s Journal, and Elite Traveler. Worth Magazine also extended a free ad in the publication, an opportunity valued at $21,465.
Launch Party: S.T. Dupont Shop in Shop Corner at Davidoff
Press attendance for the launch party included New York Post, City Magazine, International Herald Tribune, Black Book, Worth, Elite Traveler, Sherman International, Black Enterprise, WhatsWear.com, Esquire Taiwan, Velvet Magazine, Fashion Tribune, New York Magazine, Robb Report, the Fashion Reporter, Japanese Magazine, Stitch, New York Style Times, SOMA, Social Life, Smoke Magazine, Metropolitan Style and Cigar Aficionado.
Esquire Taiwan interviewed the S.T. Dupont CEO, Alain Crevet, during the party, and Black Book Magazine interviewed both Crevet and comedian Ron White, who we previously introduced to the company for consideration in the S.T. Dupont Brand Ambassador Program.
Post event press coverage included Luxist.com, Cigar Aficionado, Smokeshop Magazine, Elite Traveler, Social Life, Cigar Weekly, Cigar Advisor, Esquire Taiwan and Cigar Smoking. Commentary on the event was also tweeted and re-tweeted continuously on Twitter.
Los Angeles: Madison and Mulholland Emmy Suites
52 celebrities attended the Emmy Suites; of which 12 were either nominated for an Emmy Award or were part of a television show that was nominated. 12 celebrity, wardrobe and prop stylists from various Emmy nominated television shows also attended, including Victoria’s Secret, Mad Men, Desperate Housewives, True Blood and Dexter. This gave us a chance to explore product placement opportunities with these shows as part of a planned integrated PR strategy for the brand.
Press attendance included television shows E! Style Network, The Insider, Extra!, TV Guide Channel, AP TV, FOX News, and publications New York Times, Huffington Post, US Weekly, Los Angeles Daily News, Hollywood Today, 944 Magazine, Allure Magazine, Beverly Hills Courier, NY Daily News, OK! Magazine and Star Magazine
Press coverage for S.T. Dupont included a :30 sec spot on Extra!, actress Katee Sackoff’s blog; TV Guide, actress Bella Thorne’s blog; Huffington Post; Divas Who Dine; Celebrity Gossip; CelebrityDB; LA.com; Karin Salkin’s Entertainment News; US Weekly; Paris Post Intelligence; Us Magazine and online news shows Gossip TV and Eligible TV.
In addition to the numerous Hollywood and celebrity contacts, we also met with French actor Gilles Marini, best known for his star-breaking role in Sex and the City: The Movie, after the Emmy suites to discuss becoming an Ambassador for S.T. Dupont.