Shecky's hires Corbin as AOR amid women-focused rebranding

NEW YORK: Shecky's Media named Corbin PR its AOR as part of a rebranding initiative that aims to position the event and media company as a women lifestyle brand.

NEW YORK: Shecky's Media named Corbin PR, its AOR as part of a rebranding initiative that aims to position the event and media company as a female lifestyle brand.

“We started off 10 years ago publishing Shecky's Bar and Lounge Guide. Over the years, our business has evolved into a women-focused brand,” said Claudia Chan, president of Shecky's. “We have a national footprint now. PR is important to take our brand to the next level.”

Chan said she had considered the agency, which is the PR arm of Corbin & Associates, in part based on a long-term friendship with Corbin EVP Sean-Patrick Hillman, as well as her knowledge of the agency's consumer, lifestyle, and media clients through previous work with Corbin's client, Bacardi USA. The company had not released an RFP or considered other agencies for the account.

The agency will focus on generating national and regional press around the Shecky's Girls Night Out event, which enlists women-geared consumer brands to participate in multi-year shopping events.

“The next level of our company is about digital innovation and bringing the Girls Night Out experience online,” said Chan.

In an effort to heighten brand awareness, the agency will also position Chan as a lifestyle expert and focus on driving traffic to Shecky's.com by positioning it as a women lifestyle research outlet, explained Hillman.

“We found at Corbin that women are increasingly looking for new answers to questions from one person as opposed to a variety of sources,” he said.

A few years ago, Shecky's had engaged in a one-year relationship with Siren PR, but has since been handling PR in-house.

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