What Lucid has been up to lately…
January 2024:
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.
July:
We were happy to have just hosted our annual multi-client Lucid Seasonal Press Preview on Wednesday, July 19th. This month, we opted for a seamless Zoom presentation, allowing all our media guests – from all over the world – to join in from the comfort of their own home. The virtual event will ran from 3 pm to 3:45 pm EST.
We streamlined our client roster to create a cohesive story for media looking for sustainable lifestyle related stories – from beauty and fashion to health/wellness, fitness and beyond. This intimate, one-stop-shop environment allows for our media guests to gather story ideas appealing to short lead summer/fall stories and long lead holiday gift guides they may be working on.
June:
Lucid on-boarded Ticking Stripe Design , an Orillia, Ontario-based interior design company that merges elevated visuals with functionality to their lifestyle client roster. Renowned for their extensive portfolio in cottage country, their work includes the Touchstone Resort and the Muskoka Bay Resort where you will find calming minimalism in all their spaces. Led by founder, Tanya Pallopson, who specializes in layering textures in the same palette, which is attributed to her keen colour memory and her acute ability to reconceptualize any space she inhabits. She also offers her services to private residential clients to create comfortable, yet stylish spaces in their homes. She believes a classic interior leads to contentment and strives to execute that aesthetic on any project she leads.
We are also proud to welcome Wild Chakra Kids, creators of learning materials designed to help kids develop emotionally, spiritually and mentally, to its lifestyle-focused client lineup.
Filled with fun, educational activities, Wild Chakra Kids’ Mindful Coloring & Activity book—their first book, launched in June 2023—is purpose-built to help kids 10 and up get present, relieve stress, sharpen focus, improve motor skills, and find the rainbow inside them.
The book is the creation of Karina Wildgoods, a yogi, registered nutritionist, coach and reiki master. She’s also a mom to a teenager, and knows first-hand the struggle of parenting in a distracting, hectic modern era.