Lisa Caruso: We've been working with Tourisme Montreal since January 2007, and their primary goal is to get their coverage off of the travel pages and into more lifestyle feature stories, [focusing] on this European-style city so close to home and all it has to offer.
What made Nylon such a good hit for them? How did you pitch the reporter/editors there?
Caruso: Nylon is a hip, new publication that appeals to trend-setting independent women, which worked well with our client's aim of attracting a younger audience to Montreal by highlighting the city's shopping, art, culture, music scene, and restaurants. We had a media lunch with Nylon's senior feature editor to talk about the magazine's direction as well as all of our clients, and he mentioned how much he liked Montreal. After our lunch he decided he wanted to move quickly to do something for the fall issue.
Did your agency go to Montreal with Nylon reporter Sarah Haight and her photographer? Did you plan a detailed itinerary for her visit to the city?
Caruso: Tourisme Montreal has an incredible in-house team, so we worked closely with them to come up with an itinerary that would match Nylon's angle. Sarah ended up spending four days in Montreal in late July. We provided her with a variety of suggested places to visit, so she [combined] planned events with the Tourisme Montreal staff with a lot of free time, which enabled her to really explore the city.
What was the impact of the hit?
Caruso: Nylon did a stunning four-page, photo-filled chronicle of Sarah's visit in their October issue, positioning Montreal as the ultimate in urban hot spots. Reaching a highly targeted audience of 198,000, the article achieved a PR value of $157,770. Montreal Tourisme was thrilled with the placement, and [they] later sent us an e-mail with a big thank you.
Name: Lisa Caruso, VP, Laura Davidson Public Relations (New York)
Placement: Nylon, October 2007
Pitch timeline: Five months