BOSTON J. Winsper & Co. fortified its standing in the luxury niche, adding public relations chores for Moonrock Paper, a marketer of upscale products for weddings and other social occasions. The client in Burlington, Mass., had no previous PR shop and there was no review.
Traditional PR efforts will target lifestyle magazines and fashion publications, said Jeff Winsper, president of the Providence, R.I.-based independent agency.
"We will also be providing unique, non-traditional PR to [tout] the brand to the affluent consumer," said Winsper. Such efforts will include "branded content in network and cable television [and] product placement at special events like the U.S. Open tennis, the Hamptons' exclusive cocktail parties, Emmy functions and in luxury hotels." Web marketing efforts are also on tap. The initial budget is in the mid six figures, Winsper said.
"Clients today are looking for fresh and innovative ideas to get their brand into the hands of the exclusive vortex of influencers and opinion leaders," Winsper said. "This is foreign for so many agencies, and others can't execute because of culture or because of infrastructure constraints. And frankly, it is not as expensive compared to traditional media outlets."
The shop, which seeks to position itself as a player in the luxury and high-end consumer marketplace, has also worked for accounts such as Aston Martin, Raytheon's Beechcraft Jets, UBS and Young's Brewery.