ISSUE:
Babies “R” Us enlisted the help of Coyne PR to support the company’s announcement of its exclusive partnership with designer Amy Coe, the largest product introduction by a designer in the company’s history.

IDEA:
Coyne PR developed a multi-faceted PR campaign targeting a variety of national and local print and broadcast media outlets. In addition to executing multiple pre-launch initiatives, including advance story opportunities with key national daily newspapers and wires, the campaign was highlighted by a one-of-a-kind editor’s event. Set in a trendy mid-town New York City loft, attendees were greeted by Amy Coe and given individual tours through a series of rooms all decorated with pieces from the new collection.

IMPACT:
The partnership and new collection were very well received by the media. Coyne PR was able to secure stories in USA Today, Associated Press and Reuters along with a one-on-one interview for the company’s chairman and CEO on CNBC’s “Squawk Box.” Additionally, the event was attended by many high-level media outlets, including Redbook, American Baby, O at Home, Parents, Good Housekeeping, Family Circle, Working Mother, Parents and Parenting, New York Daily News and New York Post.