Carmen Ruiz y Laza, TV Host and Producer


Solutions

NEW PRODUCT LAUNCH:
Cloud 9 Gluten Free Specialty Bakery

Cloud 9 was not just a cottage industry product: It had visions of large-scale production and distribution. But while its goods would solve a real marketplace challenge, its brand was unknown and the company had no distribution channels.

Through buzz campaigns, press releases, a strategic partnership with Karma Exchange and retailers, and media and consumer sampling, Carmen PR helped to take Cloud 9 from obscurity to top-of-mind positioning.




BRAND AMBASSADOR:
Rollerblade

Rollerblade – how 1990s. NRB Sports, the company that owns the Rollerblade brand, approached Carmen PR with a problem: How to make Rollerblading cool again? And how, specifically, could they penetrate the West Coast market?

Carmen PR created an innovative solution: a Vancouver retailer who happened to be an uber-hip extreme athlete and local celebrity to act as brand ambassador. It was the kind of story that media love. The resulting coverage included print and TV, and successfully refreshed the brand, resulting in new marketplace presence.
NEW COMPANY LAUNCH:
Karma Exchange

Karma Exchange was just a concept – what if proceeds from the sale of select products went to a worthy charity? What if a media buzz could be created so that the endeavour also benefited participating merchants? Karma Exchange came to Carmen PR with two problems: how to grow the company by securing partners, and how to garner the consumer awareness needed to make it a marketplace success.

Carmen PR approached high profile retail merchants with an inspiring pitch, and created a PR strategy including buzz marketing and targeted media releases to secure press coverage. She crafted the message of “philanthropic shopping”, and the media loved it. Karma Exchange is now a prime example of successful cause marketing. Amazing results were achieved through Carmen PR’s strategic connections.

EVENT PRODUCTION:
Pamela Masik – “The Forgotten” Series Preview Exhibition

Three short weeks before the opening of an art show, the client, on the recommendation of Dunn PR, came to Carmen PR with a problem: The event was around the corner and there was no event producer to take charge of the many elements needed to host a large party. The client feared that the event would not have the hospitality elements needed for the VIPs, who included the Mayor of Vancouver, Gregor Robertson.

Within this tight timeframe, Carmen PR leveraged powerful connections to bring together everything needed: an army of volunteers, a team of famed designers to furnish the space and a wine supplier. Carmen PR created a guest list of the city’s top influencers and VIPs – and they showed up in droves. As a thank you for a job well done the artist asked Carmen to MC the event.

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MEDIA OUTREACH:
Fashionista’s Ball

A pop-up store selling designer goods as a fundraiser for the United Way was prepared to open, but no publicity strategy had been put into place. Would anyone come?

Carmen PR took the reins, created a compelling story, and presented it to key media. The ensuing press coverage resulted in a lineup around a city block on the day the store opened, and $70,000 in sales.

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MEDIA PROFILE:
Matchmaker for Hire

Jane Carsten, founder of Matchmaker for Hire, had been interviewed on TV and newspapers, but wanted to grow her profile as an “expert” on the dating topic. Carmen PR was brought in to get her ready for more of the media spotlight – coverage sure to come as Jane brought together two high-profile TV personalities in a successful whirlwind romance...this announcement will be made in April 2013! Jane was unhappy with her current profile and came to Carmen PR for a media makeover.

Carmen PR provided personal styling and media training to recreate Jane as a relevant and media-friendly personality. Through sustained messaging, she is now being positioned as the media’s go-to expert on dating and relationships.