Cross Selling with Public Relations

Posted by: WendyLane in: Consumer Lifestyle - Food/Beverage -

logo_craftEach client has a LANE PR team dedicated to meeting its objectives. Behind that team lies the power of the entire agency. Thanks to cross pollination, teams work together to leverage contacts and opportunities in regional as well as national media. As a result, our media contacts regularly cover multiple clients, plugging in the best fit for the story of the hour.

When Craft Brew Alliance (CBA) changed its ticker symbol as the culmination of a rebranding effort earlier this year, its team took the story to Wall St. Working with our New York office, LANE PR’s CBA team tapped into the country’s leading financial media, which had been friends to other public company clients like ZAGG and Umpqua Bank.

Although a departure from CBA’s traditional audience—concentrated in the Pacific Northwest and among the brewing trades—the New York media tour provided real value. The CBA and New York teams used CBA’s corporate strategies to help position the company as a player on the national stage. In addition, the resulting coverage introduced CBA and its brands to a wider audience countrywide. We’ll drink to that!

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