Yulu Communications PR Portfolio

8/2/2019 Yulu Communications PR Portfolio

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Yulu translates to words to a journey. Together, lets find the right words to share your story.

Yulu Communications

Yulu Communications is a Vancouver-based boutique PR agency that specializes in

lifestyle, travel, real estate and food & spirits PR.

People call us the professional storytellers; thats what we are. Companies bring us

on to tell their stories in a way that the media and the public will appreciate and

remember. Yulu is comprised of a strong team of creative communicators. Were

small and we like it that way. We think you will too.


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People call us the

professional storytellersMeet Yulus Director of PR, Melissa Orozco

Melissa began her career in communications nearly a decade ago while living in New York City.

She worked at several New York PR agencies that specialized in consumer, lifestyle, hospitality,

food & spirits and real estate PR. Her clients included leading brands such as St. Regis

Resorts, Patron Silver Tequila and Trump Towers.

In early 2008, Melissa made her move to Vancouver, where she continued to work with

hospitality, real estate and lifestyle brands. Since then, she has assisted several local hotels and

resorts with publicizing and conceptualizing various campaigns that have landed them

memorable media coverage. This includes a recent campaign for Red Mountain Resort, which

resulted in coverage from the New York Times, LA Times, The Wall Street Journaland Fox

News LA in January 2012 alone. With many of her clients in the real estate development

industry, Melissa frequently attends real estate industry conferences to ensure that she is well informed about industrytrends for her clients. In the Spring of 2011, she became Chair of Communications for the Urban Land Institute of BC.

A native New Mexican, Melissa holds strong to her roots and will challenge anyone to a chili cook-off. Any takers?

The media craves whats new, different and one-of-a-kind. We love the challenge

of finding that nugget in a clients story and telling their story with enthusiasm. Melissa


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Were in the businessof managing relationships

Whether youre looking to improve on your public relations, community relations or

media relations, we can help you reach your communications goals.

Our communications services include:

Media RelationsEvent Planning / News Conferences

Community Relations / Public Relations

Creative Concepts / PR Strategy

Online Relations / Social Media

Creative and Corporate Copywriting


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Communications Services

Media Relations: Different agencies specialize and shine in specific facets of communications (i.e. crisis

management or event planning). We can deliver those services too, but media relations is where we really shine;

and were confident we do media relations better than any firm in Vancouver. For nearly a decade we have beenbuilding relationships with writers from around the globe; writers that can change a companys fate with just one

glowing review. We dont use newswire services we find them lazy and ineffective. We pick up the phone and tell

your story enthusiastically. For a full review of our media relations services, visit: yulupr.com/media-relations

Community Relations / PR:Sometimes a story is best told directly from source to audience, without a media

middleman. For this reason, we encourage various forms of community relations for all of our campaigns. From

booking public speaking events and news conferences, to facilitating community giving and charity initiatives, well

assist along the way from conception through to execution.

Creative Concepts: The trademark of Yulus PR campaigns is developing creative concepts. We help

companies develop and promote the unique aspects of their brand, which result in significant coverage. Dont have

a creative concept? Even better! We enjoy the brainstorming sessions where these concepts come to life. By the

end of our huddle, your company will be known for being the most, best, first, last, highest, lowest, shortest or

longest at something and whatever it is, well use it to maximize your media coverage and brand exposure.

Social Media Strategy: In todays world, no PR campaign is complete without social media in play. Yulus social

media campaigns are always integrated into our PR strategy to maximize our clients exposure, while helping them

build relationships with the public. Our social media campaigns focus on creating organic communication between

our clients and their online audience. We educate people about our clients products or services through contests,

giveaways, trivia, surveys, sharing industry news and most importantly, engagement.

Creative and Corporate Copywriting:A tiny typo in your marketing brochure can leave a potential customer

with major doubts about your companys ability to deliver professional services in a manner they can rely on.

However, a compelling editorial or blog post can improve your business SEO and brand reach. Yulus copywriting

services include: creating verbiage for marketing materials; website and brochure copywriting; and editorials.


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Case StudiesRed Mountain Resort, Rossland, BC (2008 2012) In 2011, Melissa secured Red Mountain in

the New York Times 2011 Ski Guide as the best resort for the hardcore skier. So when the next

season came along, without hesitation, Red brought Yulu on board for their 2012 PR campaign with

hopes of the same results. At Yulu we like to do a little thing we call issues hijacking. Issues

hijacking is when we notice a trending issue in the media and we decide to hijack the story in order to

plug our client for an interview opportunity, positioning them as an expert on the topic. That said, in December 2011 the

news was buzzing over the extreme lack of snow at many of the major ski resorts in the Western United States. This was

not a problem at Red. Red had great snow, loads of it and that is where the opportunity was born. Yulu suggested that

we offer free lift passes for 30 days to all US residents who lodge with Red Mountain Lodging. This news shook things up

among the media (and the resort industry) just as we hoped it would. Within one week Yulu secured a full-page feature in

The New York Times Sunday travel section; The LA Times Sunday travel section; The Wall Street Journals travel section;

and an eight-minute interview with FOX News, to name a few. For two solid weeks the phones were ringing off the hook at

Red from US ski and snowboard enthusiasts eager to book their trip to Red and experience Canadian skiing and hospitalityat its finest.

The Loden Hotel, Vancouver, BC (2009 2011) Melissa approached the Loden in early 2009 about

offering PR services to the boutique hotel, as she felt she could bring great value to the one-year-old

establishment. Within the first month of working with the Loden, Melissa secured the luxury hotel in The

New York TimesSunday travel section, The Wall Street Journals travel section and Travel + Leisure. In

the following months she attracted the attention of other prestigious publications through creative travel packages,

including: Elle Dcor, GQ Magazine, the LA Times, the Chicago Tribune and USA Today, to name a few. Media relations

only scratches the surface of the PR services Melissa has provided to the Loden. She has also organized several events

(including a Vancouver Fashion Week event) and secured and facilitated multiple partnerships with luxury lifestyle brands,

such as Agent Provocateur and Holt Renfrew. In early 2011, Melissa launched the hotels new restaurant Tableau Bar

Bistro. Tableau was set out to be Coal Harbours neighbourhood bistro, so she proposed we do a neighbourly media

stunt, sending a cup of sugar to all the food writers and restaurant critics in town attached was an invite to our restaurant

launch. The response was overwhelming. Our launch event was filled with food writers and critics. Within the first month of

business Tableau was featured in nearly every food and lifestyle section in Vancouver. The media coverage included a

glowing review from the notoriously hard-to-please Alexandra Gill at The Globe and Mail. To top the campaign off, Tableau

Bar Bistro was ranked No.1 new restaurant in 2011 by the Georgia Straight.


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The Shore Tofino Media FAM Trip (2011) In the fall of 2011, The Shore Tofino brought

Yulu Communicaitons on board to help garner publicity for some of the remaining suites at

their luxury waterfront condominium. Yulu suggested a media FAM trip as an avenue to drive

reporters to see and experience The Shore firsthand. As the Shores story had already been told extensively when it

originally launched a couple years prior, we had our work cut out for us in getting media to revisit this as a story idea. After

weeks of perseverance and persistent pitching, we secured a solid group of reporters to attend the FAM trip. Yulu teamed

up with Tourism Tofino to prepare an unforgettable trip and the result was a truly remarkable PR success. The Shore wasfeatured in 12 print articles, two television interviews and dozens of online hits. The Shore walked away with glowing reviews

in The Calgary Herald, The Calgary Sun, The Edmonton Sun, BC Home Magazine, Alberta Home Magazine, Design

Quarterly Magazine, Business in Vancouver, Western Investorand Real Estate MarketingMagazine, to name a few.

The Lanesborough Hotel, London, England (2008) In London, the most important meal of

the day is afternoon tea. So when The Lanesborough Hotel told Melissa they wanted to

publicize the outstanding High Tea they offered, she aimed high She aimed for The TeaGuild. Helping clients achieve awards and accolades is part of what we do, and as long as we feel that the

company/product has what it takes to compete with the best, we will start at the top and go from there. In this case, The

Lanesborough Hotel provided Melissa with the groundwork, in the sense that they truly did offer an outstanding High Tea

experience; she simply shared the experience with the right people to get it the fame that it deserved. In 2008 The

Lanesborough achieved the highest accolade of the tea world, winning The Tea Guilds Top London Afternoon Tea Award.

The hotel received international acclaim and the attention garnered from the award continues to drive guests to the hotel to

experience the award-winning tea today.

The Halekulani, Honolulu, HI (2007 2008)The Halekulani Hotel is one of Waikikis top luxury hotels.

So when the GM called Melissa with a crisis in 2007, stating that one of the guests claimed to have bed

bug bites after visiting the hotel, I knew we needed to act fast in order to maintain their first-class

reputation. Within 30 minutes of receiving the call, Melissa spoke with both the person making the claim,

as well as the reporter who was breaking the story. As it turns out, the person making this claim was not a

guest in the hotel, but rather a guest at the pool and stated that the bites must have come from the

outdoor furniture a different story from what she originally claimed. Melissa created key messaging for the GM, who called

and explained to the reporter the full scenario. The story was dropped and crisis averted. Aside from handling the

occasional hotel guest issue, the majority of Melissas time was dedicated to media relations. In early 2007, I pitched The

Halekulanis superb concierge services to Travel + Leisure for their annual hotel service round-up, securing the hotel as #1Best Service Hotel.


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Like what you see? Lets Connect!

Melissa Orozco

Director of PR

[email protected]

O: +1 (604) 558-1656

C: +1 (778) 320-9265

Granville Island Office

202-1656 Duranleau Street

Vancouver, BC V6H 3S4

www.yulupr.com

Yulu Communications PR Portfolio

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