America’s Best Cleaners was the brainchild of Ed D’Elicio, an apparel industry veteran who mobilized representatives from the finest dry cleaning establishments across the United States to set a standard of quality service for cleaning upscale apparel. The start-up trade group sought to promote its mission to become the governing body for high-end dry cleaning standards through public relations conducted around a series of initiatives and special events in hopes of building awareness among luxury retailers, wealthy consumers and fashion designers.
Our Solution:
Fineberg Publicity conducted simultaneous trade and consumer publicity campaigns for America’s Best Cleaners to achieve its dual goals. To build awareness among high-end retailers, designers and dry cleaning establishments that might qualify for membership in the group, we networked Ed D’Elicio and his team of experts with influential reporters at apparel trades and business publications, providing them detailed press packets outlining the objectives and strengths of America’s Best Cleaners.
Two conferences held for members and retailers featured presentations by designers Jean Claude Mastroianni and Kevan Hall, who discussed the benefits of dry cleaning to clean and preserve couture and vintage apparel. Fineberg Publicity promoted the events to national and local press, securing coverage for both.
The consumer press campaign entailed pitching to local media outlets in the markets where the elite members of America’s Best Cleaners were located. Only one drycleaner in a market would be eligible to carry the group’s seal after meeting its stringent criteria, so its prestige carried media value. We brought instant recognition to every establishment that won this honor, bringing awareness and support for America’s Best Cleaners on multiple levels that established the group as a force within the industry in a very short period of time.
