Elica's Varna Black Hood Draws in the Editors from This Old House

Every year, we’re honored to represent some of the most influential brands in the home and building industry during Design & Construction Week (DCW), which is a combination of the Kitchen & Bath Industry Show (KBIS) and the International Builders’ Show (IBS). This mega event was held in Orlando, Florida this year, and we were pleased to work with the global leader of the kitchen ventilation hood market, Elica.
We solidified numerous in-booth meetings prior to the show and had the opportunity to connect with many editors while on site in the Elica booth. These in-person conversations are absolutely invaluable when building and nurturing relationships with the media. Each meeting included a booth tour with an Elica executive to highlight the new products, and we made sure each editor didn’t leave without a digital media kit.
We saw many rewards from our in-booth efforts, and one of our favorite pieces of post-show coverage appeared in This Old House. Due to pre-show pitches, the meeting at KBIS and a follow-up email, This Old House featured Varna Black in the article “26 reno-worthy finds.”
Articles garnered at KBIS often take 3-6 months to surface, making the entire process (from pre- to post-follow up) crucial in order to earn media coverage for our clients. Here’s the coverage:

FEATURE


“VIVID VENT HOOD: It’s not the only one with a black stainless-steel finish, but how many range hoods can claim an Italian provenance? This wall mount vent can be ducted or not, and comes in two widths, with a 600-cfm blower and dimmable LED lights.
This feature garnered 2,660,349 impressions.

EDITORIAL PROFILE/BACKGROUND

Sharing the philosophy of the national television show of the same name, This Old House inspires homeowners to enhance their homes and gardens by instilling a deep appreciation of traditional craftsmanship and fine design. Detailed information and photography provide a thorough understanding of equipment, materials and techniques needed to renovate a home in an effort to improve communication between readers and architects, contractors, craftsmen and designers. Shows how the right skills, materials and planning can provide homeowners with the best value for their time and money. Covers home improvement, remodeling and renovations, landscaping and home environment.

TARGET AUDIENCE

This Old House reaches a highly targeted audience of consumers who are passionate about their homes and home improvement. Readers are educated, affluent boomer families, 83 percent of whom own their own homes. They are home enthusiasts and active home renovators, with 50 percent reporting remodeling or improvements in the past 12 months.

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