HILLBERG & BERK
QUEEN JUBILEE SAPPHIRE BROOCH

Press Strategy & press kit development | media outreach

Canadian jeweller Hillberg & Berk named Press + Post its agency of record in 2017, and the fruitful relationship has yielded several successful retail store launches, multifaceted PR campaigns, events, and even some royal intrigue.

THE CHALLENGE

One of the clear highlights of our time with Hillberg & Berk was the jeweller’s royal commission. The Government of Canada asked the jeweller to design a brooch for Queen Elizabeth II in honour of Canada’s 150th anniversary of confederation. Former Governor General David Johnston presented the Sapphire Jubilee Brooch to The Queen at Canada House Trafalgar Square on July 10, 2017. Press + Post was tasked with generating worldwide buzz worthy of this momentous occasion.

OUR STRATEGY

Press + Post built a multi-pronged PR approach for this initiative, starting with a comprehensive press kit fit for a queen — literally! – that included engaging stories and provided a complete timeline to spur sapphire-inspired stories angles. We deployed a wire release and sent tailored pitches that resulted in coverage around the world.

THE RESULTS

The wire release alone received a total of 151 stories with a staggering potential audience of 86,896,688. Our efforts garnered international coverage including Hello! Magazine, Chatelaine, Go Fug Yourself, Canada.com, The Leader Post, and many more. The gifting of the brooch was also covered by CTV, Huffington Post, The Globe and Mail, CNN, the Daily Mail, and The Telegraph.