Since 1971, Simon Pearce has been a place for East Coast shoppers to find high-end glassware and pottery. In 2005, Simon Pearce decided to venture west, launching its first of two stores in California.

"[It] opened up in San Francisco without much fanfare," says David Landis, president of Landis Communications Inc. (LCI). The same was later true of a Costa Mesa outpost. To boost brand awareness on the West Coast, Simon Pearce turned to LCI.

Strategy
It was important to ...