Earls Ambleside Beach
The first Earls to open in BC since 2010, Earls Ambleside Beach was a critical opening for the brand. Milk was tasked with developing strategy for media and influencer relations and event support to drive awareness for the West Vancouver location and the brand at large.
A phased program was developed, teasing micro-stories of the brand to select media in the weeks leading up to opening. Partnerships with The Collective You and an intimate event with Thrive Studio to showcase the Earls art collection helped to build excitement for the new location and challenge the notion of market perceptions. The program culminated in a grand opening evening with over 450 curated guests across the West Vancouver community, media, influencers and long-time brand supporters.
Through extensive online, print and social media coverage in outlets such as Daily Hive, The Vancouver Sun, CTV, Where Vancouver, Western Living, Boulevard, VITA and more, Milk earned in excess of 40 million impressions.