What Lucid has been up to lately…
Summer 2024:
Media Day at The Grange Of Prince Edward Winery:
The Grange is one of the longest-running estate wineries and most established hospitality destinations in the region, proudly having just celebrated its 20th Anniversary this summer. On Thursday, July 11th, we whisked away via private plane from True North Airways from Billy Bishop Airport on Toronto Island straight to The County and had them helicoptered onto the grounds of the winery. Throughout the day, our 12 media guests indulged in an exquisite farm-to-table lunch within the rustic ambiance of their 200-year-old barn and enjoy an immersive tour of the vineyards and cellars led by the winemaker, Jonas. We integrated our Vintage Car Wine tours client into the mix and even sang karaoke after our lunch and wine tasting! After this enriching experience, we flew everyone back to the city, with fond memories of an unforgettable trip….not to mention a ton of press coming out of the event.
Lucid’s Multi-client Press Previews in NYC:
Lucid wrapped up our annual in-person + virtual Lucid Press Preview in NYC. Our annual multi-client Seasonal Press Preview was hosted at the beautiful Smyth Tribeca - in their stunning AKA Suite. We had editors based in NYC drop in for 25 one-on-one presentations throughout the day pitching short lead outlets end of summer/back to school stories, as well as offering long lead print outlets holiday gift guide stories and product pulls. We also hosted a virtual element on zoom for 45 minutes in the middle of the day and had over 75 major outlets join the call to ensure we covered off journalists across both US and Canadian press who weren’t located in NYC and get in front of as many eyes as possible! Both the IRL and virtual presentations help to garner a ton of press for our clients and keep them fresh in their radar with as close to ‘hands on’ way of telling their story, and highlighting key products and new product launches.
Rodney’s Oyster Festival and Oyster Shucking Championship:
Lucid is proud to continue to work and support Rodney’s Oyster House, one of Canada’s legendary Oyster houses. We helped create press leading up to e the much-anticipated return of the Ontario Oyster Festival and Oyster Opening Championship on July 1st.
Lucid was key in promoting the Ontario Oyster Festival at Rodney’s Oyster House, handling media alerts, pitches and securing coverage from top outlets. Lucid managed on-site media relations, including on-air interviews, pre event coverage, listings, contests and provided a post-event recap, ensuring the festival’s success was well-publicized.
Lucid Communications welcomed Savon Du Bois, Vama Wellness, WildCoast Perfumes, Wildcraft Skincare and John Steinberg and Associates to its roster
Lucid recently added a handful of high-performance, innovative beauty and home brands to our client roster as well as bringing John Steinberg Hair back into the pocket supporting the new owner and new location. We could not be more thrilled to support each of these brands, and area also proud to be pitching thought leadership/founder stories and have already got a ton of press pick up for each brand and founder.
May:
Lucid continues to support Sustainable Fashion Non-Profit, Fashion Takes Action and help host their second annual ReMode Event this month at Stackt Market
Presented by Value Village, ReMode is all about keeping your clothes in use for as long as possible, using the 7R’s of Fashion. Running 11am-5pm, the event includes Talks, with industry leaders discussing a range of topics relevant to anyone who buys and wears clothes; the Marketplace, with a range of vendors that focus on reuse, resale, repurposing, upcycling, rental and repair; and a top-notch Clothing Swap, presented by Vicki Hall of SheShopsSwap!
The event featured vendors focused on circular fashion, including Diana Coatsworth, LI/NE Bags, Original Genes, The Bride’s Project, Demascare, Rosebud Studio, and so many more. In addition, the event will host a series of Talks designed to help educate consumers, including: textile waste reduction in the city of Toronto; greenwashing certifications you should know; what our clothes are really made of; how to help them last longer through proper garment care.
Roy Thomson Hall X Grange Winery Estate Series Wine Bar Media launch:
On May 1st we hosted the official unveiling of The Grange of Prince Edward Winery's newly branded wine bar at Roy Thomson Hall's east lobby. Throughout this exclusive media event, our guests had the opportunity to meet the mastermind behind The Grange's exceptional wines, winemaker Jonas Newman, as he guided our media guests through the craftsmanship behind the highly anticipated launch of the Estate Series. Jonas delved into the history of the vineyard, sprawling over 100+ acres of diverse natural lands, and uncover how each element contributes to the distinctive character and complexity of the wines while you sip your way through the new 100% estate-grown wines.
March/April:
Lucid Communications welcomed Vintage Car Wine Tours, a Prince Edward County wine tour company with vibrant retro flair, to its roster
Lucid Communications is proud to welcome Vintage Car Wine Tours—a unique Prince Edward County tour company with a tie to Toronto’s rock-and-roll history—to its lifestyle client roster.
Offering visitors an unforgettable way to tour the best of Ontario’s wine country, Vintage Car Wine Tours gives guests the chance to cruise between wineries and breweries in a lovingly restored classic ride.
Parties of up to 20 guests are welcomed into a fleet of chauffeured vintage cars, spanning from a 1937 Oldsmobile—the same car featured in the classic flick A Christmas Story—to a banana-yellow ‘69 Cadillac. Guests can roll down the windows and crank their favorite tunes on the onboard Bluetooth speakers while taking in the scenic sites. In-car karaoke is available for those who really want to take the party on the road.
Lucid helps Toronto's cult-followed jewellery designer Erin Tracy launch her newest collection, Sol.
From subtle yet eye-catching chain bracelets to necklaces set with precious stones in green sapphire and citrine, each piece in the Sol Collection is at once timelessly elegant and versatile — perfect for both casual summer styles and wedding ensembles.
Led by her passion for creativity and a dedication to exquisite craftsmanship, Erin forecasts the jewellery trends ahead of the upcoming wedding season and shares how the clean lines of the Sol Collection and the delicate intricacy of her unique rings elevates not only everyday accessorizing, but also the moments that matter most.
January/February:
Jaybird Yorkville Media Launch:
On Thursday, January 18th we hosted an exclusive media event to celebrate the official opening of the third contemporary movement studio, Jaybird in their Yorkville location. During this event, the media met the co-founder Ariel Swan and gained insights into Jaybird's inspiring journey. Following the discussion, our press participated in an "express" version of their reformer as well their signature mat class. We were all able to experience the candlelit class accompanied by vibrant music, sensation-first class instruction, and infrared studio heating together to finish the experiential event together.
January 4th marked our 22nd anniversary and we could not be more proud!
This past year we were able to get back to “business” and execute several in person client events, including going back to NYC to host our multi-client previews!
We wanted to take a minute to thank all our clients both past and present that helped us get the agency where we are today. We also are deeply thankful to our media contacts who champion our rock star clients covering them in print, online and on-air.
We also have to acknowledge all the staff and interns who have been part of the success of Lucid - you all know who you are - and have helped us grow + maintain our footprint being agency of choice for sustainable and conscious lifestyle brands looking for editorial coverage in both the U.S. and Canada.
Here’s to the next 20 years and thanks for the love and support!
Xo Alanna + Michelle
November-December:
Valentine’s Day Focused Media box sends:
This curated box features a round-up of our clients unique beauty and wellness gifts, from our new jewelry brand La Daje necklace, to Province Apothecary’s lovers oils and beyond.
We sent an invitation via email to ensure all media wanted to receive the boxes to their home offices, and followed-up with an editorialized breakdown of what was in the box with links to clients websites and products. These box also fit into last-minute Holiday Gift Guide, New Year story ideas and long lead print Valentine’s Day editorial calendars our media got a ton of ideas to fold into stories they are working on!
Media feedback from our sends:
"I just wanted to let you know the box arrived on Saturday safe and sound and filled with interesting goodies! I immediately took a nap with the silk eye mask, it was a dream. Thanks again & I'll keep you posted if any of these items fit for stories I'm working on!" —Maggie, Ny Mag/The Cut
"Thank you so much! We’ll definitely be working on Valentine’s content early in the new year and would love to include some of these pieces. 😊" — Haley Dach, S/Magazine
"Thank you so much! I'll let you know if anything is a fit!" — Emily VanSchmus, BHG.com
"I'm working on a Valentine's Day gift guide right now, and I'll definitely include some items featured from the brands you sent." — Katherine Pittman, Best Products
"Will keep these brands in mind if there’s a fit for anything in the new year. Happy Holidays!" —Debra Norton, Toronto Star
"Thanks so much for sending. I haven't had a chance to dig into it yet, but I'm looking forward to giving everything a closer look when I'm off for the holidays." — Lindsay Boyers, Forbes
August-October:
Lucid just wrapped up our first after three years in-person + virtual Lucid Press Preview in NYC this past October. Our annual multi-client Seasonal Press Preview was hosted at the beautiful Smyth Tribeca - in their stunning AKA Suite. We had editors based in NYC drop in for one-on-one presentations throughout the day and hosted a cinq à sept with small group presentations. We also hosted a virtual element on zoom for 45 minutes in the middle of the day and had over 75 major outlets join the call to ensure we covered off journalists across both US and Canadian press who weren’t located in NYC and get in front of as many eyes as possible! Both the IRL and virtual presentations help to garner a ton of press for our clients and keep them fresh in their radar with as close to ‘hands on’ way of telling their story, and highlighting key products and new product launches.
Here is some feedback from our media guests!
“Can I just say, the energy you two have during these previews is such a VIBE! Keep up the amazing work It’s so much better to see people do what they love and share products they believe in rather than read off of a slide that we are all seeing at the same time. The pandemic has been tough but you two are still keeping Zoom fun! – Katie Scott, Producer | ET Canada
“Working in lifestyle television, I go to many media previews but am always most impressed on how Lucid is able to position their clients in a way that really stands out and inspires new ideas. Michelle and Alanna are so friendly and make their previews exciting by pinpointing what makes each of their clients unique, and how they relate to what’s current in the world. I would walk away with not only knowledge of unique and new products to feature on air, but even pitch ideas for new segment concepts.” – Davida Houston, The Marilyn Denis Show
” I just wanted to follow up and say I was SO impressed by your presentation and cannot wait to experience these small business up close and personal. Thanks again for including me!!” – Michelle Elvin, Chicago Parent Magazine
Lucd On-boards a handful of new clients!
Jaybird:
Lucid Communications welcomed Jaybird, a contemporary movement and fitness studio, to its lineup of lifestyle and wellness clients.
Driven to make mindfulness practices more accessible and fitness more impactful, co-founders Barbie Bent and Ariel Swan wanted to create a workout that hits on a deeper level. Jaybird was born at the intersection of mindfulness and fitness, with environments and programming designed to help participants let go of inhibitions and trust their own perceptions. It is hands-down our favourite studio in Toronto and we are thrilled to be officially part of the family!
The Grange of Prince edward winery:
Lucid also welcomed The Grange Of Prince Edward Winery, one of the longest-running and best-established wine producers and hospitality hot spots in Ontario’s wine country, to its client roster
Located on 135 acres in Hillier, Ontario, Canada, The Grange Estate encompasses some of the most significant vineyard plantings in Prince Edward County.
In addition to producing low-intervention, terroir-driven wine, The Grange—as it’s referred to by locals and fans—offers a comprehensive culinary program focused on local farm-to-table ingredients.
The property’s historic 200-year-old barn and grounds also play host to wine tastings, a boutique, and bespoke experiences including private dinners, weddings and events.
Nellie’s clean:
Lucid is beyond proud to have signed on Nellie’s, a family-owned, Canadian company dedicated to planet friendly cleaning, to its client roster. We have been using the product for years, so now we get to champion them even more by helping with awareness in help with brand growth and development!
Nellie’s laundry and cleaning products are free from irritating toxins, hypoallergenic, eco-friendly, and biodegradable, helping to keep the planet as spotless as your home.
Nellie’s was launched almost two decades ago in North Vancouver, British Columbia by James Roberts, who named the company in honour of his late mother. An eco-conscious minimalist long before those ideas were trendy, Nellie would faithfully reuse household goods and clean using simple homemade mixtures and solutions. When she did buy something new, she bought quality products that were built to last.
Beginning with patented rubber dryerballs that eliminated the need for toxic dryersheets, Nellie’s has since grown into an entire line of safe and planet friendly cleaning products. This includes laundry products, kitchen and bathroom cleaning solutions, floor care, and even baby laundry detergent.
Sense Naturals X Othership media day/meet the founders:
This past fall we were thrilled to host a "Meet the Founders" event for our organic and multifunctional Ayurvedic superfood beverage, Balance by Sense Naturals. The event is scheduled for November 9th, from 3:00 to 4:15 pm, and will take place at Othership - a transformative and modern bathhouse.
We had our Sense Naturals co-founders, Simon Bennett and Bradley Wyness in town and on-hand, and to give our media guests opportunity to hear their story first-hand and engage in discussions about the many benefits of this Ayurvedic 300-year-old recipe. We served up "The Perfect Cup" of Balance upon arrival, and finished off the afternoon with a liberating guided breathwork and aromatherapy session in Othership's sauna and ice baths.
