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The Task:

Barker and Stonehouse is the UK’s leading independent furniture retailer with nine stores offering the very best furniture and accessories. The company recently opened its stunning new £4.5 million flagship store and our aim was to generate hype and publicity around the launch.

Solutions & Results:

We wanted to create something which would capture all sections of the media – from the trade press through to national news, business and lifestyle, as well as influential bloggers.

We invited British baking legend Mary Berry to officially open the store to the public, using this hook as part of a targeted media relations plan which spanned the six-month lead up to the launch and an all-day press event the day before the opening.

Our media relations tactics were targeted to the differing needs and interests of the media sectors. We developed bespoke packages of content for each media contact, including interview opportunities, teasers, competitions, images, Q&As, store visits and more.

On the day of the launch over 3,500 shoppers and Mary Berry fans packed out the store, attended Q&A sessions with the star and browsed the new
state-of-the-art building.

Media coverage was remarkable, with 112 pieces of coverage secured in the national and regional media, including BBC TV and Radio, Luxe, Living North, the Sunday Sun and The Journal. Trade coverage was strong too, with coverage in Retail Week, Furnishing Report and Furniture News.

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