Category: PR & Social Media
Making An Exclusive An Exclusive
Duresta is celebrated as one of Britain’s leading upholstery brands, designing and handcrafting luxury sofas and chairs in Long Eaton since 1938.
To ensure the brand has continued longevity, the team challenged Cool Blue to assist with attracting a wider audience starting with the launch of a new collaboration with British fashion designer Matthew Williamson, exclusively available from luxury department store Harrods.
Solution & Results:
Duresta for Matthew Williamson is an unexpected, brave and bohemian collection of sofas, chairs and occasional pieces. Cool Blue designed a suite of press materials to reflect the creative force of both Duresta and Matthew Williamson as well as the luxury positioning of Harrods.
Launch assets included stunning professional editorial photography shot on location, art directed by Cool Blue and styled by a leading home-interest editor to a standard that would suit design and fashion titles both in the UK and across the globe.
To kick-start the campaign, Cool Blue secured a five-page exclusive feature in the Telegraph Magazine announcing the collection ahead of a press and VIP event on the third floor of Harrods the following week. The title was specifically chosen to target its design savvy readership and associate Duresta with the newspaper brand.
In the lead-up to the exclusive, Cool Blue devised a teaser social media campaign that joined the social channels of Duresta, Matthew Williamson and Harrods to create hype and excitement about the impending collection.
The Telegraph Magazine was followed by the syndication of a beautiful press Look Book designed by the Cool Blue studio to introduce the collection, showcase editorial imagery and tell the story of the collaboration to secure extensive editorial coverage.
In just over three weeks, editorial coverage reached an audience of over 24 million readers and achieved an advertising value over £360k.
10th September 2013, By Ben Robinson
2nd December 2014, By Ben Robinson