PR AND DIGITAL MARKETING FOR AGENTS OF CHANGE
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CASE STUDY

MEDIA OUTREACH FOR A STARTUP

BREATHER

Breather is a Montreal based startup that rents beautiful private spaces, for work or for rest, by the hour in urban centres. Rooms are booked and accessed via a mobile app.

Mission

At the core of this effort was a belief that earned media is a key communications channel. The challenge was how to keep finding new ways to tell the story and mitigate the confusion that sometimes occurs with this company and co-working spaces.

Tactics

We began by asking, ‘Who are Breather’s audiences and how are they using the service?’ From there, we developed multiple story angles and pitches highlighting the unique offering and cool use cases. Getting media to actually visit the spaces and have the full experience later became a key tactic (indeed we often suggest that they interview company personnel from a Breather room).

Results

In 9 months of work, we drove over 50 media placements for Breather. These highlighted multiple story angles and came in design centric outlets, mainstream media, student newspapers, morning television shows, tech radio programs, business press and real estate trade media. We scored big in French and in English, in US and in Canada.


Coverage had a strong impact on both the supply side and demand side of the business. Breather continues to expand into new markets and add spaces in its existing markets of New York, San Francisco, Boston, London, DC, Montreal, LA  and Ottawa.

Sample
media
coverage

BREATHER AIMS TO CREATE THE PERFECT PRODUCTIVITY HAVEN

Inc. May 7/15

THIS STARTUP WANTS TO SOLVE A MAJOR PROBLEM FACING BUSINESS TRAVELERS

Business Insider. May 13/15

NEED A BREAK? UNWIND FOR AN HOUR IN A MODERN, PRIVATE SPACE

Dwell. December 23/14

TIRED OF STARBUCKS? SERVICE OFFERS TRAVELLERS A PLACE TO WORK OR UNWIND

Globe and Mail. October 27/14

BREATHER RAISES $20M FROM PETER THIEL’S VALAR VENTURES TO EXPAND ITS ON-DEMAND PRIVATE ROOM BUSINESS

Tech Crunch. September 17/15

ON-DEMAND WORKSPACE STARTUP BREATHER WANTS TO BE LIKE STARBUCKS, NOT AIRBNB

Curbed. September 18/15

“Proper Propaganda has gotten us immense results in a very short timeframe – far more than most I’ve worked with. Though I am skeptical of PR in general, and have seen many failures when firms make huge promises but under-perform, this team has delivered for Breather again and again.”

– Julien Smith, Co-Founder

CONTACT

Interested in talking about how we can spread your propaganda far and wide? We’d love to help you alter the existing order, defeat the armies of darkness and foment revolution.

Email us at info@properpropaganda.net
You can also call us at

MONTREAL

(514) 605 9255

VANCOUVER

(778) 858 2595