Telling an old story for the first time

The Client

Established in 1972, Libra was one of the best kept secrets of the interiors industry. For over 40 years, the family behind this hugely successful brand scoured the globe for beautifully crafted furniture and accessories that were then sold as white-label products through the UK’s leading department stores and independent retailers. Unsung heroes of style and design, it was time for the team behind the brand to come forward and get the recognition they deserved.

The Brief

Communicate the incredible story behind the brand, and profile its extensive product portfolio, to consumers and trade alike. Launched by husband and wife team Joe and Christine McLaughlin, Libra is now run by their son Paul who is equally committed to the spirit of adventure and passion for global craftsmanship that his parents installed into the foundations of the company.

Media Relations

An intensive media relations campaign saw the team meet with key press contacts and influencers to personally tell the Libra story. In addition, Cool Blue worked with the team to segment the products into aesthetic themes, bringing together furniture and accessories from across the collection to create coherent looks that could be easily marketed. Cool Blue has also supported Libra’s presence at trade events through content packages and built relationships with key retailers to enhance direct exposure of the brand to consumers.

PR Services

Social Media

Cool Blue established strategic calendars of activity to publish relevant content across Libra’s social media channels throughout the year. Twitter was harnessed to communicate with retailers and trade audiences, whilst Facebook, Instagram and Pinterest carry consumer messages.

PR and Social

Results

120 million

eyeballs reached in 2017

200

cuttings in 2017

50,000

average monthly Facebook reach

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