1. September 2009 Bi-Coastal Events
Case Study
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2. TABLE OF CONTENT
EXECUTIVE SUMMARY ............................................................................................................ 3
MEDIA DINNER: Dinner and Conversation with Alain Crevet .................................................. 5
PROFILE OF PUBLICATIONS IN ATTENDANCE ................................................................... 8
S.T. DUPONT SHOP IN SHOP CORNER AT DAVIDOFF MADISON AVENUE ................. 11
SERVICES PERFORMED BY THE LILIAN RAJI AGENCY.................................................. 13
S.T. Dupont September Events Re-Cap Report
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3. EXECUTIVE SUMMARY
Situational Analysis
On August 10, 2009, The Lilian Raji Agency was engaged to create two bi-coastal events to
support S.T. Dupont’s publicity efforts in the US market. Given September was the preferred
month for these events, The Lilian Raji Agency strongly recommended that S.T. Dupont take
advantage of New York City’s Fashion Week as well as Los Angeles’ Primetime Emmy Awards,
both conveniently occurring during the week of September 14, 2009.
• 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 “face time” with press during the busy fashion week schedule, The Lilian Raji
Agency also coordinated a media dinner and invited key editors from luxury lifestyle,
men’s lifestyle, business, and travel press.
• For Los Angeles, The Lilian Raji Agency recommended a focus on celebrity outreach to
develop S.T. Dupont’s Ambassador Program. The Lilian Raji Agency negotiated at
significant discount a Platinum sponsorship of the 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.
Results
THE MEDIA DINNER: DINNER AND CONVERSATION WITH ALAIN CREVET
• Out of 38 extended invitations, 23 accepted; of this, 18 attended, with the remaining 5
canceling on the day of the event.
• In attendance included editors from Robb Report, Elite Traveler, Worth, Esquire,
ForbesLife, International Herald Tribune, National Jeweler, Veranda, Men’s Journal,
Men.Style.com, Departures and Smokeshop.
• The five cancels include T: The Style Magazine for New York Times, Details,
Portfolio.com, City Magazine and an E! Channel Correspondent. T, Details and
Portfolio.com cancelled with request to send press materials.
• Press coverage includes articles in Men.Style.com, Smokeshop Magazine, Elite Traveler
Online, Elite Traveler Book, Men’s Journal, and Worth Magazine. Worth Magazine has
also extended a free ad in the publication, an opportunity valued at $21,465.
• The overall press response has been very positive, with The Lilian Raji Agency receiving
numerous emails of gratitude for being invited. Several commented on the value of the
presentation Alain Crevet gave in bettering their understanding of the brand, and interest
in future editorial coverage of S.T. Dupont. Many 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.
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4. LAUNCH PARTY: S.T. DUPONT SHOP IN SHOP CORNER AT DAVIDOFF
• The established goal of 85 guests was met, with more than 15 people turned away at the
door for not being properly credentialed.
• A press release announcing the new partnership was sent via wire service and has since
received 35,080 impressions and 827 reads.
• The event was also included on the official Fashion Week Calendar, which resulted in 48
invitation requests to attend by press and local socialites.
• Press attendance 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.
• Press coverage to date includes Luxist.com, Cigar Aficionado, Smokeshop Magazine,
Elite Traveler, Social Life, Cigar Weekly, Cigar Advisor, and Cigar Smoking. Several
comments about the shop opening were also found on Twitter.
• Esquire Taiwan interviewed Alain Crevet for an upcoming story on S.T. Dupont. Black
Book Magazine interviewed both Alain Crevet and Ron White for a column discussing
favorite things.
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. Of this, 4 either
won an Emmy Award or were part of a winning show.
• 12 celebrity, wardrobe and prop stylists from various Emmy nominated television shows
also attended, including Desperate Housewives, True Blood and Dexter. Several inquired
about receiving product to use on their shows.
• Press attendance included television shows E! Style Network, The Insider, Extra! TV
Guide Channel, and publications New York Times, Huffington Post, US Weekly, Los
Angeles Daily News and several other publications (see entire list in full report).
• Press coverage to date includes a :30 sec spot on Extra! that prominently showcases S.T.
Dupont products, discussion of the Ligne 2 lighter on actress Katee Sackoff’s blog, TV
Guide correspondent Nick Verreo’s blog, actress Bella Thorne’s blog; online publications
Huffington Post, Divas Who Dine, Celebrity Gossip, CelebrityDB, LA.com, Karin
Salkin’s Entertainment News; and print publications US Weekly and Paris Post
Intelligence, a Tennessee newspaper featuring Emmy winner Cherry Jones and Us
Magazine.
• Karen Lee, Americas Area Manager for S.T. Dupont, conducted two interviews featuring
S.T. Dupont with online news shows Gossip TV, and Eligible TV.
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5. MEDIA DINNER: Dinner and Conversation with Alain Crevet
Save the Date Email
A Save the Date email was created and hosted online
at http://stdupont.lmrpr.com. This email was
distributed four weeks prior to the event to 38
editors-in chief at select business, men’s lifestyle,
luxury lifestyle and travel publications.
Invitations
Invitations were made to resemble black
credit cards, with each guests name and
company embossed in silver on the front of
the cards.
Cards were placed within a 2.25 x 3.75
opalescent pearl metallic envelopes
embossed with butterflies. These envelopes
were in turn placed in 5x5 envelopes.
All envelopes were hand addressed in
calligraphy.
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6. S.T. Dupont “Museum” Room
The first guest arrived at 6:45pm and enjoyed
canapés and cocktails as remaining guests trickled
in by 7:30pm.
A separate room was created within the event
space to simulate an S.T. Dupont “museum”,
where members of the press could preview pieces
the Defi and Diamond Collections. Press took
advantage of this opportunity to closely examine
products, familiarizing themselves with the high
quality of S.T. Dupont craftsmanship.
Paul Andre with Nick Sullivan, Esquire Magazine’s Fashion Director
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7. The Dinner
In addition to providing seating name cards, each
menu was printed customized with a welcome
note addressing each guest by name.
The three course dinner began at 8pm with a
presentation by Alain Crevet. Stimulating
conversation continued through the evening, with
the final guest leaving at 10:30pm.
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8. PROFILE OF PUBLICATIONS IN ATTENDANCE
Publication Summary Circulation Ad Value
Robb Report
For over 30 years, Robb Report magazine has served as the definitive authority on connoisseurship for ultra- 100,000 $14,883 -
affluent consumers. Robb Report not only showcases the products and services available from the most $30,091
prestigious luxury brands around the globe, but it also provides its sophisticated readership with detailed insight
into a range of these subjects, which include sports and luxury automobiles, yachts, real estate, travel, private
aircraft, fashion, fine jewelry and watches, art, wine, state-of-the-art home electronics and much more. For
connoisseurs seeking the very best that life has to offer, Robb Report remains the essential luxury resource.
Worth
Worth addresses the relevant financial, legal and lifestyle issues unique to high net worth individuals. From 125,000 $21,465
stories about dynamic wealth creators to expert advice on wealth management, the magazine is organized into
three chapters: ‘Make’ focuses on wealth creation and entrepreneurship; ‘Grow’ centers on wealth management
and investing, and ‘Live’ highlights philanthropy, lifestyle and passion investing.
Forbes Life
ForbesLife inspires executives and entrepreneurs—those with the most access and the least time—to maximize 894,900 $41,300 -
the rewards of their success. Our worldly readers depend on ForbesLife to filter out the noise of conspicuous $106,900
consumption and advise them on the most worthwhile places to spend their time and money. We curate the
world to uncover the most interesting trends, destinations, products, and experiences—those with unique stories
and enduring value. In short, we are the insider’s guide to the limited-edition lifestyle.
Elite Traveler
Elite Traveler's unique editorial is specifically targeted to the private jet lifestyle, from its oversize format and Controlled distribution to 4,000 $17,390 -
high-quality glossy paper to the beautiful pictorials of the best suites and villas in the world. Industry experts at the following distribution $36,225
agree, as Elite Traveler has won over 12 awards for excellence in editorial and design, including the 2007 Ozzie points: Private Jets, Mega
Award for Best Use of Photography. Yachts, Pro sports team locker
rooms and training facilities;
Articles provide detailed information readers can't find anywhere else, such as the names of the best therapists Top private clubs; Top suites at
at top spas, and direct phone numbers for resort general managers. With the most knowledgeable editors top hotels, and First class
covering key categories such as watches, jewelry, fashion, automotive, spirits and travel, Elite Traveler is an commercial airline cabins and
indispensable guide for the ultra-wealthy to find the best in luxury products and services. lounges on key intercontinental
long-haul routes.
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9. Departures
Departures, the leading authority on luxury lifestyle, is published by the American Express Publishing 1,138,483 - Controlled $39,200 -
Corporation for American Express Platinum Card® and Centurion® members. Departures is published seven distribution exclusively to $83,500
times per year and has 11 international editions. Centurion American Express
card holders
Esquire
Esquire is an award winning magazine for men which has been running for more than 70 years. While other 700,000 $45,050 -
men’s magazines are written for highly aspirational readers, Esquire is geared toward men who have arrived. $103,960
They dress for themselves; have both the means and knowledge to invest; can order with confidence in a fine
restaurants; have a healthy respect and admiration for women; take vacations that enrich their lives and
recharge their energy; and have mastered many of life’s basics. What they want is a primer on how to lead a
richer, better, fuller and more meaningful life.
Men.Style.com
Men.Style.com – the first substantive Web site devoted to men's fashion and lifestyle – launched in January 1.6 million unique visitors N/A
2005. The online home of GQ and Details, Men.Style.com speaks to the sophisticated male reader who spends monthly
time, money, and energy on his appearance and surroundings. The site features fashion, gear, and
entertainment news; buying guides for everything from skis to cell phones; regular features on fashion trends
and pop culture; style and grooming advice; celebrity interviews; and comprehensive coverage of the men's
runway shows in Milan, Paris, and New York. In addition, a daily news item, delivered direct to the reader's in-
box, focuses on everything from the latest cool gadgets to the books and movies everyone's buzzing about to
breaking developments in the fields of travel and entertainment.
Veranda
VERANDA is one of the world’s most exquisitely produced interior design magazines. Published bimonthly on 454,619 N/A
superior quality paper, it is a visual tour de force distinguished by the generous coverage of residential designs,
authoritative articles on jewelry, decorative arts, antiques, collectibles, luxury products, books, unusual travel
destinations, must-see art exhibitions, renowned architects and the latest and best home furnishings.
VERANDA readers enjoy luxury and sophistication that is best expressed in their elegant homes and refined
personal styles. They are truly affluent with income and assets ranking higher than any other home magazine.
National Jeweler
NATIONAL JEWELER reaches the U.S. industry's most important retailers, including every major reseller and N/A $6,530 -
virtually 100 percent of the companies listed as "1" or "2" operations by the Jewelers Board of Trade. The $12,850
industry's only news tabloid covers all the topics of importance to the retail community and is the leader in
conducting and disseminating trade and consumer research and identifying the trends that shape the industry.
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10. International
Herald Tribune The International Herald Tribune, the global edition of The New York Times, creates, collects and distributes 239,689 $36,756 -
world news, information, entertainment and opinion of the highest journalistic integrity. Its balanced $111,661
perspective addresses all areas of human interest and is trusted and enjoyed by people in all corners of the
globe.
LAST MINUTE CANCELLATIONS – TO FOLLOW UP WITH ADDITONAL INFORMATION
T: The Style
Magazine of the New For half a decade, T: The New York Times Style Magazine has been at the forefront of global culture, 1,451,233 $47,395 -
York Times exploring the worlds of fashion, beauty, design, living and travel with imagination, intelligence and $107,075
originality. Fifteen times a year, T: The New York Times Style Magazine takes an insightful look at the
many facets of global culture, illuminating our readers' perennial passions — fashion, beauty, design,
living, travel — with imagination, intelligence and originality. Each issue explores the aesthetic world with
visual artistry and journalistic precision, creating a fascinating interplay of images by the world's most
illustrious photographers, including Robert Maxwell, Raymond Meier and Jean Baptiste-Mondino. And T
has an expanding global presence, with nytimes.com/tmagazine becoming a leading online style
destination, distribution in the International Herald Tribune in Europe and the Middle East, and in 2009 T
will continue to expand its award-winning mixture of entertainment and enlightenment throughout Asia.
Portfolio.com
Portfolio.com is a business news website published by American City Business Journals. Formerly owned N/A N/A
by Conde Nast Publications, it features original stories, blogs, and columns about entrepreneurs and
businesses big and small. Key industries the site will devote resources to include: banking/finance,
technology, health care, advertising/marketing/media, and business travel/aviation.
Details $25,720 -
Smarter, savvier and more stylish, DETAILS sets the trends and uncovers the stories that keep the modern 440,841 $59,00
man a step ahead of the crowd.
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11. S.T. DUPONT SHOP IN SHOP CORNER AT DAVIDOFF MADISON AVENUE
Save the Date Email
A Save the Date email was
created and hosted online at
http://davidoff.lmrpr.com. This
email was distributed four weeks
prior to the event to select guests
of Davidoff and press.
Invitations
Invitations were made in
plastic and sized 3.5 x 2.
They were placed in 3.75 x
2.25 gold metallic envelopes,
which in turn were placed in
5 x 5 black envelopes.
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12. Launch Event
The event began at 6:30pm; Mike Herklots
and Alain Crevet formally welcomed guests at
7:30pm. The target goal of 85 guests was
reached, with more than 15 people being
turned away at the door for not being on the
guest list. Representatives from 23 different
media outlets attended.
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13. SERVICES PERFORMED BY THE LILIAN RAJI AGENCY
On August 10, 2009, The Lilian Raji Agency was engaged to coordinate a week long series of events in both east and west coasts.
After conducting an in-depth survey of the S.T. Dupont brand through a series of personal research and discussions with S.T.
Dupont Americas Area Manager, The Lilian Raji Agency recommended a publicity strategy that included coordinating a private
dinner for select press with S.T. Dupont CEO and participation in a Hollywood celebrity gifting lounge, which would support S.T.
Dupont’s Ambassador Program. In addition to coordinating and managing these two opportunities, The Lilian Raji Agency also
managed public relations for the launch party to premiere the new S.T. Dupont Shop In Shop Corner Boutique at Davidoff Madison
Avenue.
The following presents a list of activities conducted by The Lilian Raji Agency in coordinating and managing these events.
Marketing
Communications Graphic Design
Invitation Design – Media Dinner
Invitation Design - Davidoff
Step and Repeat design
Retractable banner layout
Save the Date Email Design for Media Dinner
Save the Date Email Design for Davidoff
Online hosting of Save the Date Emails – Media Dinner
Online hosting of Save the Date Emails – Davidoff
Digital Media Kit artwork
Digital Media Kit development (in partnership with S.T. D team)
Vendor Management
Identifying and managing invitation printers
Identifying and ordering invitation envelopes
Media Relations
Media Dinner
Identifying 38 press contacts within categories of travel, men’s lifestyle, luxury lifestyle, and
business
Save the Date Media Dinner email distribution to 38 press contacts
Recommendations for press gifts (in partnership with S.T. D team)
RSVP management for media dinner
Follow up calls to press to secure RSVP
Follow up reminder calls to press day of media dinner
Press introductions during media dinner
Handwritten thank you notes to all who attended media dinner
Davidoff
Press release development announcing S.T. Dupont/ Davidoff partnership
Press release distribution via wire
Davidoff event posting on official Fashion Week Calendar
Press introductions during Davidoff event
Interview with Esquire Taiwan and New York Post during Davidoff event
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14. Experiential Events
Vendor Management
Identifying and making contact with six locations for media dinner
Negotiating with three locations to receive best value
Final negotiations with The London Hotel
Securing AV equipment
Food selection
Customized menus design
Negotiating photographer (in partnership with S.T. D team)
Securing images post-events
Event Management
Timeline creation for media dinner
Invitations stuffing and mailing – media dinner and Davidoff (250 total)
RSVP management for Davidoff
Credentials management at Davidoff (in partnership with S.T. D team)
Celebrity Outreach
Securing meeting with very important actor for US Ambassador program
Securing Emmy Awards tickets
Discussing with stylists opportunities to have products featured on Dexter, Mad Men, True Blood
and Desperate Housewives
Strategic
Partnerships/ Identifying and making contact with three Emmy Suites companies
Sponsorship Negotiating with two Emmy Suites companies to receive best value
Opportunities Final negotiations with Madison and Mulholland Emmy Suite
Recommendations for Emmy Suites gifts (in partnership with S.T. D team)
Photography during Emmy Suites (in partnership wit S.T. D team)
Communications with press to discuss post-event editorial opportunities
Event management to ensure full terms of sponsorship received from event organizer
Providing logos, images and brand information to event organizers pre-event
Negotiations with London Hotel West Hollywood to receive best room rates
Securing rental cars
Securing secondary hotel post Emmy Suites event
Securing images post-event
Securing editorial coverage clips post-event
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