Case Study: Vornado

Background:

Every family has a beginning. Vornado is no different. In 1945, they introduced the world to the Vornado fan, revolutionizing the fan design in terms of quality and personal comfort. The brand underwent many iterations until the 1980s, when an avid fan collector and engineer recognized the potential to re-invent and re-launch this iconic brand to the consumer market. The re-imagined Vornado fans featured modernized circulation power and the iconic ‘spiral grill,’ symbolizing Vornado’s foundational ‘Vortex Action.’

Today, the Vornado brand encompasses heaters, humidifiers, air purifiers, and more, demonstrating the enduring values of beauty, functionality, and originality. They needed an agency to tell the story of this iconic brand, so McKendall Communications stepped in.

Challenge:

Vornado tasked McKendall Communications (McKC) with bringing the brand to a new audience. As a legacy brand, Vornado’s challenge was to stay relevant by focusing on innovation, design, and functionality. In 2022, McKC devised a comprehensive public relations plan to support its marketing objectives and generate media buzz about the brand.

Strategy:

McKC developed a plan to introduce or re-introduce Vornado to a broad audience.  This plan included:

• Media Outreach: Leveraging our existing media relationships across interior design, small electronics, technology, health/wellness, and general consumer media to secure targeted placements.
• Tailored Storytelling: Customizing press releases and pitch letters to enhance credibility, emphasizing Vornado’s product features, unique selling points, and availability – depending on the focus of the media outlet.
• Seasonal Campaigns: Utilizing a database of long and short-lead gift guide editors to ensure Vornado’s inclusion in top gift guides such as fans for the summer and heaters in the winter.
• Product Sampling: Facilitating the distribution of product samples to media outlets upon request, allowing hands-on reviews and coverage.

Examples of Media Placements