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Until There’s A Cure, The AIDS Bracelet, www.utac.org This non-profit organization that sells the original AIDS Bracelet to raise funds for vaccine research was unhappy with their expensive New York PR firm. They came to Vertex and in one year over $3 million was raised directly from PR efforts. Highlights included procuring scores of celebrities and shooting them for a pro-bono photo shoot wearing the Bracelet, designing pro-bono ads, getting major national magazines to run the ads for no charge (of which there were over 40) organizing and publicizing a celebrity comedy event to raise funds, and joining forces with Day Of Compassion organization to turn the day into an important media event: a day for all members of the media to include AIDS programming in their content. The result? Over 7 shows aired pieces on The Bracelet on the same day including Oprah, Rosie O’Donnell, Access Hollywood, and Entertainment Tonight. MicroShapes Eyewear, www.microshapes.com MicroShapes fashion eyewear combines the design talent of husband and wife team, Gail and Steve Rosen. The signature feature of the eyewear line is small shape, big style. Before coming to Vertex, the Rosens had never used PR to promote their line, and didn’t realize how hot stylish accessories can be in the media eye. This campaign is a great example of what Vertex can accomplish in a short amount of time. With no celebrity photo wearing their frames, Vertex brainstormed and came up with a list of celebrities wearing small frames. We partnered with People Magazines photo department who found a photo of Jennifer Aniston with Microshapes on. Within a span of six months, MicroShapes eyewear appeared on the pages of several national publications including: People Magazine, USA Today, Complete Woman, Woman’s Own, and Ladies Home Journal. dbSound, www.dbsound.com This Chicago based sound technology company (since bought out) came to Vertex when they beat out larger firms for the major contract to do the sound for the international Bridges To Babylon concert tour for The Rolling Stones. Vertex began a strategy of placing them in local Chicago including all the local news affiliates: NBC, CBS, ABC, Fox, major local radio shows, trade publications and Crain’s Chicago business on which they made the cover. Once the tour began, Vertex created a strategy to get dbSound covered by the music and technology media in every U.S. city on the tour. What ended up happening was that dbSound got so much attention and exposure from the media that Vertex received a “cool it” message from Mick Jagger’s publicist saying that the tour should be focused on The Rolling Stones, not dbSound. On the direction of our client, Vertex pulled back on our efforts to give Mick a chance to shine. The fall out though was that dbSound’s brand became synonymous with the best sound technology ever and the media attention catapulted their business to the big time. Advanced Laser and Anti-Aging Medical Center www.laserbeauty.com Vertex first met with dermatologists H. Michael Miller, MD and Robert Seltzer, MD in their two tiny, cramped offices in Pasadena to discuss the potential of Public Relations. Since coming aboard, the Advanced Laser Center has grown into the largest cosmetic laser center in the world, with more laser machinery than any other center, and two entire floors of a medical building, and a staff of over 40. A great deal of their success is due to public relations. PR highlights include appearances in or on: The Discovery Channel: “The Science of Beauty;” Discovery Health: “Advances in Dermatology;” In Style Magazine, First For Women Magazine, The Learning Channel: “Exotic Medicine;” CNN News: “Latest Lasers;” Access Hollywood; Entertainment Tonight; Extra!; Living Better; The Chart Show: UK; Sports TV: Brazil; News at 4: with Dr. Bruce Hensel; Women 2 Women: KCBS; Good Day LA; Eye Witness News At Four; KTLA Evening News; KTLA Morning News; KCOP Evening News.
adidas by The Power of Two www.ThePowerofTwo.net In six short months Vertex took this maternity wear division of adidas and placed them in scores of major national magazines, top US newspapers, parenting websites, and local, national and regional TV shows. In fact, the campaign was so successful, President Jeff Malone had to tell Vertex to slow down its efforts so they could keep up with product demand. PR Highlights include: Magazines: WWD, Self, Sports Illustrated for Women, American Baby, Fit Pregnancy, Baby Talk, Mode, Fitness, The Oprah Magazine; Newspapers: NY Newsday, Chicago Tribune, Boston Globe, SF Chronicle, NJ Starledger, Tampa Tribune, San Jose Mercury News, Atlanta Constitution; TV: Live With Regis & Kelly, Evening Magazine KPIX, Women 2 Women KCBS, Good Day Oregon, Good Day Sacramento, The Today Show. Krav Maga, www.kravmaga.com This Israeli self defense fighting system came to Vertex with a few magazine articles under its belt. Vertex revamped the brand and created a strategy for print and TV bookings. Bookings were on every major consumer TV show and major print publications including international and trade magazines too numerous to mention (list available upon request). This lead to the West Los Angeles one store business to grow into a national franchise with hundreds of affiliates nationwide. Vertex also created a regional PR training guide and managed their PR placements for each of the affiliates. Richard Ellenbogen, MD, Plastic Surgeon (beverlyhillsbody.com) Since Dr. Ellenbogen coming on board at Vertex, he has appeared on scores of TV segments. Dr. Ellenbogen now has his first media reel with over 30 TV segments from Vertex he garnered through his campaign with Vertex. Vertex was also able to edit together an hour in-house video that Dr. Ellenbogen’s office airs all day long in his office for his patients before their appointments. He has also done numerous radio interviews and has had more hits on his website: beverlyhillsbody.com than ever before. PR highlights include appearances in or on: Dr. 90210, Entertainment Tonight (5 Times); Access Hollywood (2 times); The Learning Channel;The Discovery Channel;KTLA Morning News; KCOP Evening News; KCBS Morning News; FOX Morning News; Fox’s The O’Reilly Factor; Extra; SportsTV: Brazil; Fox’s Reality Check; Good Day LA; The Early Show, Inside Edition, Lifetime; Living Better, Living Longer; E! True Hollywood Stories; KCAL9; and Discovery Health; Sunday Parade Magazine Section with circulation of over 80 million across the USA; Dr. Ellenbogen was also named Best Plastic Surgeon by Town and Country magazine. Since signing on with Vertex he has seen his business increase immensely. Dr. Harold Katz, www.TheraBreath.com Spurred by the bad breath plight of a female relative, Dr. Harold Katz was driven to create a product that would help people plagued by bad breath to smile again. He developed a line of oral care products called TheraBreath to do just that. Dennis Palumbo, Psychotherapist and Author (dennispalumbo.com) Psychotherapist and Author, Dennis Palumbo had never retained a public relations firm before coming to Vertex. During his campaign Vertex was able to create many opportunities for Palumbo to speak as an expert on television, radio and in magazines and newspapers. PR highlights include appearances in or on: Entertainment Tonight; KCOP Evening News, FOX Morning News; E! True Hollywood Stories; KCAL9; and Discovery Health; KCAL9, The Chart Show Channel 5UK; Extra; KCET’s The Book Show; Connie Martinson’s Talks Books; NBC Morning News; The Laura Ingraham Radio Show; KUCI 88.9 FM; Book Radio; The Los Angeles Times Sunday Magazine; The Los Angeles Times: California Section; The Los Angeles Times: Calendar Entertainment Section. Dennis Palumbo now has his first media reel and is preparations in releasing a second book and appreciates what Vertex has done. Derma-e, www.dermae.net Working in tandem with Clean Agency www.cleanagency.com, Vertex handled the media placement portion of dermae’s attempt to modernize and expand their brand. Strategic product mailings to targeted markets were systematically executed and extensive pitch follow ups continued. Hundreds of magazine and newspaper placements were acquired for Derma-e, putting on the map nationally. The list of magazines is too numerous to mention here (list available upon request) but tear sheets fill binders and are still arriving to this day. On-line placements were also successful and numerous. Some of the placements include: Great Life, Organic Style, Airhead Parts, www.airheadparts.com This mid-sized VW replacement parts company came to Vertex with an idea. They were going to partner with Disney and VW in honor of each company’s 50th anniversary. Disney was premiering Herbie Fully Loaded with Lindsay Lohan, a remake of their classic film. The idea was for the Cruise Across America with a caravan of VW enthusiasts driving their classic cars. Disney and VW’s big gun PR representatives were no match for Vertex who worked with them to ensure their brand messaging was secure but to make sure that our client, Airhead Parts would not be lost in the eye of the media. This was not an easy task given VW and Disney’s huge brand awareness and Lindsay Lohan’s star power. Our strategy was to make Airhead Parts owner, Scott Dempster, a middle aged surfer with movie star looks, the focal point, and the star of the show. We began the campaign with a kick off at a VW dealership in Santa Monica with news helicopters circling over a microphoned Mr. Dempster as he lead the caravan east, across the U.S. At a numerous yet select number of cities across the U.S., Vertex made sure that the media was focused on Mr. Dempster and Airhead Parts and that the newspapers, local magazines and TV/radio stations greeted the caravan and interviewed Mr. Dempster along the way. A documentary film featuring most of the newscasts has since been made: http://www.airheadparts.com/products.asp. |
Amy Hendel, RPA, Health Expert, 