FACTORY PR

Earlier this month, our team officially announced the opening of Zion Canyon Hot Springs, the third location in WorldSprings’ fast-growing portfolio of therapeutic mineral hot springs destinations. The announcement generated incredible momentum, with coverage secured in top national and local outlets including Axios, Travel + Leisure, Maxim, Salt Lake Magazine, and more. We generated 19 pieces of coverage and over 547 million impressions (and counting)! To mark the moment, we hosted a curated press trip with editors from Forbes, Outside, Byrdie, Popsugar, and The Grio. Guests experienced the pools firsthand against the stunning backdrop of southern Utah’s red rocks. Zion Canyon Hot Springs is more than a wellness destination, it’s a sensory escape inspired by ancient bathing rituals and designed for modern rejuvenation. ✨ #PR #PressTrip

The Factory PR team celebrated another impactful season of storytelling at our annual Summer Party. We enjoyed a picture-perfect picnic filled with sunshine, rosé, and the brilliant minds behind the magic 🌟 From strategic media placements to scroll-stopping influencer campaigns, our team delivers meaningful results that deserve some fun in return. Here’s to the people behind every headline, seeding moment, and earned win! #FactoryPR #AgencyLife

Weekend 1 at Tomorrowland ✅ Most days at Loop, we’re behind laptops. But it's now Tomorrowland time. Over the two weekends, 70+ Loopers are behind the booths (and bikes) - chatting with customers, swapping stories, and handing out earplugs with pride. It’s our fourth year teaming up with Tomorrowland, and it never gets old. Seeing our work in action. Hearing real feedback. Feeling the impact up close. Moments like these bring us back to the core - and fuel us to keep pushing our mission forward 🫶 Big love to everyone who showed up. And a huuuuge shout-out to the Tomorrowland crew for pulling it all off after everything that's happened. United forever 💜 #lifeatloop #tomorrowland #unitedforever

Let’s Navigate New Generations from a Thoughtful Marketing Lens In our latest Transformative Talk, Rob Smith, Founder and CEO of The Phluid Project, discussed the power and challenge of building a brand that exists outside of outdated systems. Launching the first gender-free fashion brand into a historically binary retail world wasn’t seamless. 💬 “The world hasn’t fully adapted to a gender-phluid mindset—but the next generations will.” Rob was an early observer of Gen Z’s cultural impact, and now, he sees Gen Alpha taking it further. Raised by even more intentional parents, they’re value-led, self-educated, and expect brands to stand for something real. 💬 “Gen Alpha will be a sharper, more conscious version of Gen Z. They’ll shop with purpose—and demand more from every brand they engage with.” From a strategy perspective, Rob keeps it agile and audience-first: ✨Guardrails are good, but widen them. Let team members experiment; Test, learn, react. ✨TikTok is chaotic, and that’s the point. It’s real. Let it be messy. ✨Instagram still matters—it’s the new homepage for brands. ✨Email? Still powerful. Not just for product drops, but for community connection. ✨Engagement > followers. If no one’s talking back, it’s not working. The takeaway: storytelling should lead strategy, and values should guide both. #TransformativeTalks #FactoryPR #PhluidProject

Still Talking Transformation — Through the Lens of Purposeful Movements, Queer Leadership & Language That Makes Space In our latest Transformative Talk, Rob Smith, Founder & CEO of The Phluid Project, shared how true impact begins where values meet action. As a board member at Steve Madden and co-founder of the Association of LGBTQ+ Corporate Directors, Rob pushes for representation where it matters most: the boardroom. 💬 “LGBTQ+ people make up 10% of the population but hold less than 1% of board seats. Real impact starts at the top because the opposite of diversity is uniformity. If your boardroom reflects your customers and employees, you make better decisions—and better business.” As two LGBTQ+-founded companies, Factory PR Managing Partner Rose Swarbrick and The Phluid Project Founder & CEO Rob Smith reflected on what it means to build a purpose-driven company, not just during Pride, but every day. It’s not about being perfect. It’s about being present, consistent, and clear on your values. Marketing, at its best, isn’t noise. It’s a cultural tool. Rob emphasizes choosing a few moments that align with your values—like Pride, Women’s History Month, or Mental Health Awareness—and going deep instead of wide. 💬 “You can’t be everything to everyone. Pick what you stand for, then expand that idea to be as inclusive as possible.” #TransformationTalks #FactoryPR #PhluidProject

We honored 25 years of John Varvatos , showcasing the brand's craftsmanship through an immersive press trip. The milestone celebration took place in Italy’s Marche region, where we hosted five top menswear editors and one stylist for a fully curated experience, including a private tour of the #Lardini tailored clothing factory and an exclusive preview of the Fall/Winter 2025 collection with Creative Director Karl Aberg. The itinerary blended Italian elegance with editorial access: curated fine dining, a local vineyard tasting, and a relaxed afternoon at a seaside beach club—all designed to build deeper connections and mark the moment in style. We’re proud to have brought this vision to life in collaboration with our partners at Lardini and grateful to our incredible guests for making it unforgettable! 🌟 #JohnVarvatos #PressTrip #PR

Factory PR’s Managing Partner, Rose Swarbrick, sat down with Rob Smith, CEO & Founder of The Phluid Project, for our latest installment of Transformation Talks with Factory PR. Rob shared what it means to lead with purpose—and why authenticity, advocacy, and inclusion are non-negotiable in today’s world. A true visionary, he continues to challenge the status quo and champion equity across every space he touches. Explore a few of our favorite takeaways from the conversation below.

Transformation Talks: Vol. 2 — Identity, Expression, & Phluid with Rob Smith At Factory, transformation isn’t a theme—it’s the through line. For the second session of Transformative Talks with Factory PR, we welcomed Rob Smith, Founder & CEO of The Phluid Project, to share his journey of merging profession and purpose. Rob spent decades leading brands like Macy’s, Nike, and Levi’s, but the turning point came after coming out—when self-expression became his superpower. When speaking with Factory PR’s Managing Partner Rose Swarbrick, Rob detailed an experience at Burning Man, where he witnessed how an environment of radical inclusion could shift a culture, followed by a transformative backpacking trip that would spark what would become The Phluid Project: ✨ A gender-free fashion brand ✨ An inclusion training platform (Get Phluid) ✨ A nonprofit backing grassroots Queer organizations Rob’s work reminds us that when you lead with truth, transformation follows. #TransformativeTalks #FactoryPR #ThePhluidProject

Earlier this month, ASOS.com arrived in SoHo IRL for its first-ever brand-owned U.S. pop-up, and New York showed up! We worked closely with the ASOS team on ensuring the opening weekend was a blow out success. Our team supported pre-seeding and welcomed 270 guests, including top editors from Vogue, Refinery29, and The Cut, plus over 100 influencers who brought the energy and style. The event brought ASOS’s digital-first ethos to life in a physical space, with touchpoints including custom Nike charms to IRL try-ons. The results: ✨ Top press placements, including Forbes, WWD, Bustle & more, amounting to 265M+ impressions 💖 266 influencer posts generating 1.34M+ impressions ✨ $266K in earned media value The initiative was a huge win for IRL retail moments, and a reminder that sometimes you’ve got to see (and style) it to believe it. #ASOS #Event #FactoryPR

Earlier this week, Printemps New York, the iconic French luxury retailer, hosted its very first Pride celebration at the U.S. flagship on Wall Street in partnership with Pride NYC. Through cross-team collaboration, we brought Gay à Paris to life. The evening spotlighted queer creativity through an unforgettable blend of fashion, music, performance, and design, while creating community and driving culture in true Parisian-meets-New York style. While our team was in charge of an impressive guest list, front-of-house magic and post-event coverage, a series of surprise performances, produced by Deryck Todd's Todd Productions, brought everything to the next level, including: ✨ A powerful soprano performance by Lynnesha Crump, a two-time Grammy Award winner and Metropolitan Opera soloist ✨ A seductive burlesque number by Medianoche, fusing vintage tease with contemporary flair ✨ A DJ set from Amber Valentine ✨ A drag performance channeling both couture and camp by drag queen Julie J Merci to everyone who made this night so special, to Deryck Todd for bringing us into this memorable project, and to all who continue to celebrate Pride with style, joy, and authenticity. #Pride2025 #NYCPride