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Contact:
Rob Falls
Robert Falls & Co.
Public Relations
(216) 696-0229
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FOR IMMEDIATE RELEASE
June 2005
WHAT'S 'PAUL' UP TO NOW?
Robert Falls & Co. and Allsteel Bring
‘Typical Office Workers’ Back to NeoCon World’s Trade
Fair to Promote Allsteel’s New Align™ System
Chicago, IL – Robert Falls &
Co. and Allsteel brought the mini-sensation, the ‘Pauls’,
back to Chicago for the 2005 NeoCon World’s Trade Fair.
After creating a buzz in and around last year’s NeoCon (the
world’s trade fair for contract furnishings), a troop of 20
be-speckled characters, affectionately known as ‘Paul’
(the Sum™-chair-loving typical office worker featured in the
company’s year-long ad campaign), were out in full force inside
and around the perimeter of Chicago’s Merchandise Mart.
Everywhere you looked, there was Paul (or so it seemed) – with
Sum chairs circling the Mart, marching down Michigan Avenue, greeting
visitors on the “L” platform, appearing on NBC 5 News
Today, and showing up at the Allsteel-sponsored keynote address.
They even entertained an overflow crowd with an impromptu performance
when travel issues delayed featured speaker and noted architect,
Daniel Libeskind.
“Our roving Pauls are a fun way to create interest and buzz
at NeoCon, while reinforcing our advertising and marketing messages,”
said Julie Zielinski, Allsteel Vice President, Marketing. “This
year the Pauls are promoting both our new systems, Reach™,
and our latest introduction, Align™.”
Positioning Align as Not the same old cube, the Pauls will
literally ‘roll out’ the new system in a manner designed
to represent its coherent framework of panels, desking and storage
.
To demonstrate the Align difference, as well as its tremendous design
choice in material versatility, the Pauls will circle the Mart again;
but this time with giant Rubiks® cubes – all made of the
various materials that can be used to design the new system.
“We wanted to build on the popularity of the Pauls this year,”
said Robert Falls, President and CEO of Robert Falls & Co. “It’s
a creative way to increase awareness, provide visibility and distinguish
our client, Allsteel, from its competitors at the show.”
Robert Falls & Co. is a full-service public relations and
marketing communications agency headquartered in Cleveland, Ohio.
One of the fastest growing agencies in Ohio, Robert Falls &
Co. provides a variety of strategic communications services, including
media relations, product and service launches and support, corporate
and financial communications, crisis communications and issues management,
editorial services and government and community relations.
Allsteel Inc. designs, builds and delivers workplace
furniture solutions with advanced functionality and lifetime durability.
The company has Resource Centers in Chicago, Dallas, Los Angeles,
New York, San Francisco and Washington, D.C.
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