LAIDLAW GROUP HELPS DESIGN NEW ENGLAND CREATE THE EVENT OF THE YEAR
Design rose to a new level last night in Boston. Celebrating its fourth anniversary, Design New England hosted what many considered the event of the year for the design community at the swank W Boston Hotel and Residences. The event featured the announcement of the Mentors In Design Awards (MIDDIES) recognizing those in the profession who actively mentor. After the announcement, Gail Ravgiala, editor of Design New England, unveiled the award, a stunning stone sculpture embedded with Swarovski crystals created by Cumar Inc., an Everett, MA-based exotic stone supplier.
Design New England was inspired to create this mentoring award by Over My Shoulder Foundation, co-founded by Dawn Carroll of Cumar and Grammy-award winner Patti Austin. When Patti took the stage, the crowd was mesmerized by her stellar performance with mentee singing sensation Lianna Gutierrez.
For Laidlaw Group, the event required meticulous media coordination on behalf of Design New England and clients Cumar Inc. and Over My Shoulder Foundation. The integrated PR campaign executed by the agency combined social media including Twitter, Facebook, and blogs with print design and press releases to create a buzz around the event. The success of the event was a direct result of the carefully planned and implemented the campaign, demonstrating the power of social media for business.