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.

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).

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.

“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