NEW YORK: OpenSky.com, a website that allows consumers to customize their shopping experiences by following experts in home, fashion, and food, is promoting its partnership with Martha Stewart Living Omnimedia.
The company has added Stewart to its list of nearly 80 curators, which also includes celebrity chef Bobby Flay and award-winning interior designer Martyn Lawrence-Bullard.
“[Stewart] is somebody who we have wanted to join OpenSky from the beginning,” said Emily Lawi, VP of communications at the company. “A majority of our shoppers are women, and I think she can really speak to them in an incredible way.”
OpenSky, which was founded in April, is promoting the partnership through a mix of traditional and social media outreach.
The Morris & King Company, its AOR since September, has handled consumer press engagement and blogger outreach. It will promote the partnership more often once Stewart makes product selections on the site.
OpenSky manages its Facebook and Twitter accounts internally, said Lawi, and its in-house communications team is often in contact with bloggers. To promote the alliance with Martha Stewart Living Omnimedia, OpenSky is reaching out to food, home-design, and fashion bloggers.
OpenSky, which is free to join, will monitor online user activity to monitor the success of the effort.
“People have to join OpenSky to create their own profile and customize their experience, so it's easy for us to see who joins and who chooses to follow [Stewart] and the other curators,” Lawi said.