ISSUE:
Solstice Sunglass Boutiques needed to generate local market consumer excitement for their grand openings across the country.

IDEA:
Solstice challenged Coyne PR to generate consumer excitement for the opening of Solstice Sunglass Boutiques around the country. Coyne PR immersed itself in the sunglass business to determine Solstice’s major points of difference from the many sunglass retailers nationwide. Coyne PR capitalized on Solstice’s exclusive “open sell” retail format, positioned Solstice executives as trend experts and “Shade Consultants to the Stars,” and packaged the company’s hippest trends and top celebrity styles for the season. The result was a wealth of story angles for each local market opening, including in-studio broadcast segment and in-store print and broadcast media opportunities.

IMPACT:
Each of Solstice’s 55 store openings generated an average of four local stories, two broadcast and two print, with stories in many major newspapers, including Miami Herald, Dallas Morning News, Boston Herald, Denver Post, Star-Ledger, Austin American-Statesman and St. Louis Post-Dispatch, among others. National media coverage remained consistent throughout the year, including appearances on E! Entertainment Television. As a result of our efforts, media has continued to call upon Solstice to provide comment of the latest fashion trends in sunglasses.