Fleurs de Villes Floral Mannequin Series


Amanda Haines Lazeski

Fleurs de Villes Floral Mannequin Series 2018

Fleurs de Villes cultivates bespoke flower events that bloom with happiness. The annual Floral Mannequin Series combines high fashion and fresh florals through a collection of floral-dressed mannequins, in a gallery-like setting, showcased at the top shopping centres across Canada. Starting with a VIP Preview Launch, each show is an experience for the senses, engaging brands with consumers, while supporting true art, in high-traffic and elegant locations.

Fleurs de Villes tapped Reformation for the second year in a row to increase major market awareness and drive foot traffic for the Floral Mannequin Series, as it expanded to six Ivanhoé Cambridge shopping centres across Canada, returning to Vancouver, Edmonton, Toronto (in a new location) and Ottawa, while adding two new markets: Calgary and Québec City. The overarching objectives were to secure quality media exposure and generate organic influencer engagement, while building sustained social media traction throughout the duration of the tour.

earned media value
total impressions
attendees across Canada

The Reformation

    • Implemented a traditional media outreach campaign, including press releases/event advisories for each market + targeted media pitching, to secure editorial coverage
    • Coordinated a cross-Canada television media tour for Fleurs de Villes co-founder Tina Barkley
    • Partnered with Rose PR to aid French-language traditional media relations + influencer engagement in Québec City
    • Engaged traditional media, influencers, and tastemakers to attend VIP Preview Launch events in each market
    • Developed a full social media strategy including custom visual aesthetic, and managed all content creation/community management

    Our Services

    • Social Media Management
    • Media Relations
    • Influencer + Brand Engagement
    “The team at Reformation took on our project when we were just starting out with Fleurs de Villes and has added so much value to our events for both us and our clients. They have been phenomenal to work with, always responsive, professional and cutting edge. We have worked with them for 2 years in a row and have seen such growth and momentum each year. We couldn't have done it without them!”
    – Tina Barkley, Co-Founder, Fleurs de Villes

    The Results

      • Fleurs de Villes co-founder Tina Barkley was featured on national television on Citytv’s Cityline and CTV’s The Social, plus regional programs including CTV Morning Live Vancouver, Breakfast Television Vancouver, CBC Television Our Vancouver, Global Morning News Calgary, Daytime Ottawa, and TVA Québec City
      • Press coverage was secured in outlets including Invidiata, NUVO Magazine, Huffington Post, ELLE Canada, Magazine 1608, Le Soleil, Clin d'oeil, La Nouvelle Union, Ottawa Life Magazine, SHE Canada, Daily Hive, MONTECRISTO, Calgary Sun, Edmonton Sun, Edmonton Journal, and others
      • The Royal Wedding of Prince Harry and Meghan Markle was leveraged as a time-sensitive angle, including floral designer Cory Christopher’s recreation of her wedding gown at the Calgary tour stop, leading to a front page story in the Calgary Herald and a national feature in Weddingbells
      • Online giveaways were secured and executed with Kristina Dapaah (33.9k), Stacie Ha (14.1k), Jodie Janoska (84.8k), Krystin Tysire (32.9K), Tanisha Cherry (3.4k), New West Mom (4k), Balance By Sarah (2k), Elisa Jenkins (2.5k), The Globe Diary (1.7k), Jen Kinal (22.5k), Lindsey Oele (44k), and Orane Boucher (16.5k)
      • Instagram following increased 90% over the course of 3 months as a result of brand awareness, organic follower-building tactics, and sponsored Facebook + Instagram posts

      Selected Press

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