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Unveiling a New Brand

Portero: a leading online luxury auction site, based in New York City

Situation Analysis: Portero built its reputation as a seller of luxury goods on the eBay platform. After the company built its own retail site, it brought in a PR team to drive awareness.

Strategy: Portero issued a series of press releases and media pitches to showcase the quality of the “previously owned” goods that they sell and to generate buzz with their first live auction.  The team also created sweepstakes to acquire email addresses and exciting auction events.

Resulting Media Coverage (included, but was not limited to): NewsWeek, BusinessWeek, Women’s Wear Daily, Financial Times, Miami Herald, New York Post, U.S. News and World Report, Forbes, Luxist, StyleHive, Playboy.com, SheKnows.com, Portfolio.com, FoxBusiness.com, CNBC “On the Money,” FOX-NYC, FOX-KC, NBC-NYC