In one promotion they created the fictional character René Albert Chalet and promoted him as the creator of a new typeface Chalet.
ɪn wˈʌn pɹəmˈoʊʃən ðeɪ kɹiːˈeɪɾᵻd ðə fˈɪkʃənəl kˈæɹɪktɚ ɹᵻnˈeɪ ˈælbɚt ʃˈæleɪ ænd pɹəmˈoʊɾᵻd hˌɪm æz ðə kɹiːˈeɪɾɚɹ əvə nˈuː tˈaɪpfeɪs ʃˈæleɪ.