Celebrity home sale boosts Concierge Auctions' bid to gain the attention of CNBC

Who is your client and what are its media goals?

Name: Joshua Greenwald, SVP, Rubenstein Public Relations
Placement: CNBC, March 16, 2010
Pitch timeline: 6 weeks

Who is your client and what are its media goals?

Greenwald: Concierge Auctions (CA) is a Florida-based company specializing in luxury home auctions. With properties for sale nationwide, the company turned to us to raise its profile through top-tier media placements.

What made CNBC an ideal outlet for CA? How did you pitch the producers there?

Greenwald: The company wanted to raise its profile within the financial community and CNBC provides a great opportunity to target that group.

My colleague Raina Grossman had worked with the producers of CNBC's Closing Bell before, so we pitched them using a recent sale of Cher's Hawaii home as a hook to discuss its larger corporate profile.

The producers didn't immediately respond, but later came back noting they were doing a series on real estate and wanted to interview the company's CEO George Graham for a luxury home segment.

Did you media train Graham for this? What other information did you provide?

Greenwald: I prepared message points and Raina and I worked with Graham before he appeared live on-air. Since we wanted this to be about more than the Cher auction, we provided research on US luxury home sales so he could talk about his company and the growing importance auctions play in the high-end market.

We also provided pictures of Cher's home, as well as a second property in Dana Point, CA, which the company was auctioning in the following weeks.

What was the hit's impact?

Greenwald: CA noticed an immediate increase in Web site traffic and inquiries after the segment. While we had placed stories in the Los Angeles Times, The New York Times, AP, and other outlets, the company also wanted to secure a substantial business TV placement. They were happy we helped them reach that goal.

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