The Pollack PR Marketing Group (PPMG) announced that Ireland-based company, General Paints, has selected the agency to execute a comprehensive digital marketing campaign to introduce the first Irish super premium designer paint, called Curator, in the U.S. market.
Founded in 1953 and based in County Kildare, Ireland, General Paints is the parent company of decorative paint brand Colourtrend, a light-industrial brand; Sustain, and the new Curator Irish Designer Collection.
The Curator collection, the first Irish designer paint brand in the high-end segment of the market, is the result of a multi-year collaboration with Ireland’s artisan community that led to the identification of 144 unique colors. Inspired by the creative talent of Irish craftspeople of various artistries, from potters and milliners to jewelers, an original color palette flourished celebrating the vibrancy and color of Irish design.
“We are pleased to have the opportunity to play a role in bringing a modern Ireland and new form of Irish inspiration to the U.S. market through such a unique brand,” said Noemi Pollack, PPMG’s founder and CEO. “We look forward to creating compelling, simple and fun digital experiences that capture the excitement, inspiration, creativity and stories behind Curator’s unique palette of colors. We are confident U.S. consumers will agree there has never been a designer paint collection quite like Curator.”
Selected after a competitive review, the agency will employ strategic digital marketing programs to drive engagement with consumers and interior design professionals throughout the U.S. launch of Curator in 2019. The agency’s comprehensive strategy includes PPC, SEO, SEM, online advertising and paid social programs to effectively communicate the Curator story and the spirit of the first Irish design collection of paints to the U.S. audience.
“As our team spent years traveling the Irish country-side in search of native craftspeople, artists and designers who would provide the inspiration for this stunning Irish design collection, it became apparent that we were creating a unique color palette that would connect consumers with the past, present and future of Irish design,” said Kevin O’Connor, Managing Director of Curator Paints. “In the end, it was PPMG’s understanding, expertise and enthusiasm for imparting the passion and spirit of modern Ireland through the Curator brand that led us to select them for our launch in to the US market.”