Case Study. PR for a luxury event planning lifestyle startup

The post-Covid era saw a resurgence in in-person events, especially for bespoke corporate and private gatherings. 

That’s when premier luxury event planning agency Shift + Alt Events looked to seize the momentum among companies operating out of Silicon Valley. 

Shift + Alt Events hired Mind Meld PR to get media coverage to attract the attention of ultra-high net worth individuals and corporations – Shift + Alt’s two main target niches. The result: a flurry of 10 media hits including major outlets like Business Insider, The Times and Nob Hill Gazette.

PR Challenge

Shift + Alt Events was already a top-tier, established events planning startup. The main challenge was to distinguish Shift as a hyper-boutique firm catering to billionaires and some of the biggest names in tech, in the USA. Another challenge was to position Shift + Alt as the go-to experts for trends related to event planning.

PR Solution

The team at Mind Meld PR built a press campaign around Shift + Alt Events’ wildest parties and events to showcase the trends that interest UHNW and corporate clients. Associates also crafted pitches around Shift + Alt Events’ two product launches: Masterclass and Automation. 

Our pitches leveraged stand-out events – a billionaire kidnapping, a crypto rave, a 5-senses wine tasting, and more. We also built press releases for Shift’s Masterclass – a course to teach clients how to throw their own events, and Automation – an event-organizing software solution. 

The Mind Meld PR team took inspiration from news stories on event trends to newsjack the lifestyle startup's approach to luxury ‘experiential’ event planning. We also pitched the CEO for profile pieces, given her very unique entrepreneurial pivot from investment banking to a premium events startup.

PR Results

All of the PR campaigns successfully placed Shift + Alt Events, as well as the CEO, in various media outlets, including Business Insider, The Times, Nob Hill Gazette (a luxury San Francisco-focused publication), BizBash, and more – all in under two months.

“Mind Meld PR Inc. has generated leads for us and elevated our brand in terms of giving us a certain amount of status and cachet on the back of having articles dedicated to us,” says Vivienne Errington-Barnes, CEO of Shift + Alt Events.

“Our brand has become more trustworthy due to the level of exposure we’re getting, and we’ve become more professional. Moreover, we’ve seen increased traffic to our website, increased clicks, and increased leads.”

Do you have a lifestyle startup that needs media coverage? We will do that for you. Contact Mind Meld PR today.