Idea Workshop was named PR agency of record for Salex Lighting Under Control (LUC), a Toronto-based architectural lighting company. The appointment adds to the Toronto agency’s increasing portfolio of design-led brands, real estate developers and architectural clients.
“Through word of mouth, we were introduced to the people at Salex and they were going through some significant business growth,” said Jon Packer, principal at Idea Workshop in Toronto. “They felt they had some great stories to tell that weren’t being told. And because we are a specialist in that area, they felt we would be a good fit.”
Idea Workshop will manage all media relations, social engagement and marketing activity for Salex LUC, which creates light and control solutions for prominent residential, workplace, public sector and entertainment environments.
Media relations will focus on some of the high-profile projects Salex has worked on, in an effort to engage the architects and interior designers that drive its business, said Packer.
“People might know the project, but they don’t know Salex,” he said. For example, Salex worked on Ripley’s Aquarium and the new Four Seasons Hotel in Toronto, and is working on some of the facilities for the Toronto 2015 Pan Am Games.
“They need to make sure that they’re really communicating what their brand is about and what they stand for as a company.”
