Webinar:
Harlequin's Office for the Preservation of the Kiss
Communications Management
Monday, April 16, 2012, 2 p.m. EDT
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Webinar: Harlequin's Preservation of the Kiss
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| Date: |
Monday, April 16, 2012, 2 p.m. EDT |
| Time: |
3 p.m. Atlantic
2 p.m. Eastern
1 p.m. Central
12 p.m. Mountain
11 a.m. Pacific |
| Duration: |
60 minutes |
Business Case
Harlequin, the leading publisher of romance novels, has produced a romance report for 20 years. This magazine was the basis for a North American media relations campaign. In early 2010, Harlequin expressed interest in getting a younger audience engaged with its brand. Harlequin announced it had submitted a patent application for the “Essential Romantic Kiss” to the United States Patent and Trademark Office, “Harlequin Office for the Preservation of the Kiss” was born. Visitors to PatentYourKiss.com could review the official patent application, use the Kiss Creation tool, enter their kiss to win a trip to Las Vegas, and share their kiss directly from the site to Twitter/Facebook. The site featured an extensive section where users could learn more about select Harlequin bestsellers and upcoming releases.
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Target Audience
NATIONAL Public Relations targeted a younger demographic for this online interactive campaign in an attempt to attain a new generation of Harlequin readers. |
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Communication Goals
- Prove Harlequin owns romance by generating awareness of the patent application;
- Garner and the interest of target demographic by starting a social media conversation;
- Encourage consumers to engage with the brand in an unprecedented, interactive way.
Result
Was a new generation of Harlequin readers created through this interactive campaign? Find out during this webinar!
Jeffrey Spivock, manager, NATIONAL Public Relations
 Jeffrey is a highly experienced senior consultant with broad-based and substantive experience in marketing strategy, media relations and international business development in the retail, luxury, lifestyle and tourism industries. He holds a close relationship with many of Canada's top journalists, editors, stylists and influencers, as well as a passion for the helping to bridge business and fashion in an organic way.
Jeffrey holds both an MBA and a master's in marketing, which allowed him to live, study and, most importantly, shop in Melbourne, Milan and Shanghai.
In addition to his passion for all things retail, he is a pop culture junkie, volleyball dilettante and avid travel enthusiast.
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