Benjamin Moore: Colour of the Year is Hot!


Strategic Objectives + Benjamin Moore
Product Launch


60,000,000

Earned Media Impressions


2

Awards Won

Challenge

Every fall, Benjamin Moore releases its Colour of the Year and Colour Trends. To celebrate, Canada's top PR Agency, Strategic Objectives stages one of the must-attend design events of the year to highlight Benjamin Moore’s leadership position as a trend expert in paint colour and home decor. In 2018, the Colour of the Year was “Caliente AF-290” – a vibrant shade of red.

BACKGROUND
Benjamin Moore develops some of North America's most beautiful and well-respected paint and coating products. As its Canadian PR Agency of Record, we strive to advance its reputation and leadership position and ensure its products are regularly featured in high-profile media and design influencer coverage, and at consumer and trade events.

To unveil the Colour of the Year, we collaborated with our longtime client to stage an exclusive Caliente-hot event in Toronto that differentiated the brand and reinforced its premium positioning.

THE CHALLENGE
Keep Benjamin Moore in the Spotlight
Our goal was to generate high-profile media, blogger and influencer coverage to maintain and build enthusiasm and momentum for the annual Colour of the Year announcement. We hosted an event that encapsulated the essence of the colour and appealed to our design and lifestyle media and guests.

Solution

  • Event Management
  • Social Media Management

The Key to a Successful Event? Make it Caliente
In collaboration with the Benjamin Moore team, we revealed the Colour of the Year to the design community at an over-the-top cocktail party at the Royal Ontario Museum “bathed” in the bold light of​ "Caliente".

Guests mingled among the artifacts and dinosaurs at the ROM. Our Benjamin Moore colour expert announced Caliente as the colour and provided a global perspective on the Caliente trend​. ​The spectacle was breathtaking and unforgettable. To spread the news beyond the event, we shared the Colour of the Year details with media and influencers, from coast-to-coast with:

- Stunning editorial photography
- Benjamin Moore Colour Experts interviews across Canada
- Features to generate excitement and awareness

Results

  • 60,000,000 Earned Media Impressions
  • 2 Awards Won

Our Campaign Exceeded our Targets with:
- 350 VIP ATTENDEES
- 60M+ IMPRESSIONS
- 200+ POSITIVE FEATURE STORIES

Winner of 2 IABC/Toronto OVATION Awards 2019:
Merit; Special Events
Merit; Media Relations

Benjamin Moore

The Client
Benjamin Moore

Consumer Discretionary
~1,780 Employees
Strategic Objectives

The Agency
Strategic Objectives

Toronto, Ontario
~34 Employees