PR Case Study for Implus Footcare, LLC
National Media Relations, Event Planning and Promotions
2005-2013

Implus Footcare relied on Ashworth Associates to implement media relations campaigns, stage events, develop charitable partnerships and arrange promotional give-aways to increase the profile of their brands (Airplus, SofSole, YakTrax, WinterTrax, SneakerBalls, Granger’s, Perfect Fitness, Little Hotties) in the Canadian market, as they did not have an advertising budget for Canada.

Since we began working with Implus, their sales increased over 300%. We received approximately 200 media hits in television, radio, magazine, newspaper and internet coverage annually and in 2012 culminated more than 83 million impressions.

Media were handpicked for each individual mailing based on whether the focus of the mailing was seniors, fashion, beauty or fitness.

We created events for Implus Footcare including a media pedicure event with celebrity pedicurist Carla Kay for the Airplus for her brand. Using Carla Kay as a spokesperson gained major exposure for Implus. We staged this catered event in luxurious hotel suites in Toronto and Montreal and arranged for key media to have a relaxing pedicure with Carla while we introduced them to the new products for the year. Carla Kay used Airplus for her products for the pedicures and entertained the editors with stories about celebrities she has worked with, as well as offering pedicure tips for articles that they are working on for their summer issues.

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Implus received extensive coverage from such media outlets as Chatelaine, Flare, Canadian Living, Elle Canada, Le Lundi, Beauty and Beyond, Famous, Pure, Cool, Elle Quebec, Lou Lou, Good Times, 24 Hours, 24 Heures, The Globe and Mail, The National Post, Montreal Gazette, NOW, Metro, CityLine, as well as such internet outlets as Shops.ca, Vitamin T, Vitamin M, Vitamin V, Divine.ca, Canoe, Glow.com, and Verve Girl blogs.