Introduction

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Republic Floor, led by entrepreneur Rotem Eylor, has been a pioneer in the flooring industry with its innovative waterproof engineered flooring products. Despite their groundbreaking offerings, reaching a broader audience beyond industry-specific platforms was a challenge they faced. The goal was to elevate the brand and its leader to a position of recognized thought leadership within and beyond the industry.

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The Challenge

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The primary challenge was transforming flooring from a mundane topic to an exciting narrative that would capture the attention of top-tier media outlets, including Forbes.

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The objective was to position Eylor as a thought leader and industry expert, extending brand awareness both nationally and internationally.

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The Strategy

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HeavySeas PR devised a three-pronged strategy to tackle Republic Floor's challenges:

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Thought Leadership: Establishing Eylor as a thought leader by pitching him to industry and mainstream publications on flooring innovations and business leadership topics.

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Lifestyle Integration: Highlighting the aesthetic and practical value of Republic Floor's products by associating them with lifestyle topics, facilitating features in design and style-centric platforms.

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Engagement and Event PR: Utilizing creative pitching and organizing speaking engagements to maintain audience engagement and keep the narrative surrounding Republic Floor intriguing and relatable.

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The Execution

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HeavySeas PR initiated a comprehensive PR campaign.

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Through persistent pitching and leveraging various lifestyle topics relevant to flooring and home improvement, we managed to secure coverage in several targeted publications focused on design and style.

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Additionally, the strategic positioning of Eylor as an industry expert led to his acceptance as a contributor to reputable platforms.

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The Result

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The pinnacle of success was achieved when Eylor received an invitation to join the Forbes Business Council, significantly elevating the brand's prestige and visibility.

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This recognition on Forbes not only validated Eylor's and Republic Floor's industry leadership but also catalyzed global brand expansion, witnessed by the opening of three new locations worldwide and a surge in sales and trade show invitations.

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Conclusion

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This campaign exemplifies the power of a meticulously crafted and executed PR strategy in transcending industry boundaries and propelling a brand to the forefront of mainstream recognition, epitomized by a prestigious feature on Forbes​.