Extending Brand Awareness of a Heritage Home Furnishings Brand

The Client

Voyage is a British brand specialising in the design and manufacture of beautifully unique printed fabrics, upholstery, cushions and accessories. Key messaging for the brand is focused around creativity, innovation and quality. Voyage is known for its watercolour creations – each design is individually created by one of its talented artists before being translated into stunning products using the company’s own on-site print works. We were approached by Voyage to help launch its striking new collection of wall art.

The Brief

To create a compelling and shareable digital campaign and build consumer awareness of Voyage’s exceptional portfolio via the media.

Digital Content

We approached four leading bloggers in the interiors sector, challenging them to create something spectacular with a Voyage wall art design. The campaign generated beautiful and inspiring content, including upcycled dressers, an origami lampshade and decorative hanging shelves, helping the brand engage with an audience of interiors lovers. Each blog post provided an introduction to the brand, communicated key campaign messages and recorded the progress of the project using aspirational lifestyle imagery.

Social

The bloggers taking part in the challenge were also asked to share the progress of their projects across social media, including Twitter and Instagram, using the hashtag #VoyageWallArtChallenge.

Public Relations

We executed a PR campaign that allowed Voyage to gain recognition as a market leader and translate its brand story in full. Incorporating a mix of media relations and creative strategies including beautifully designed look books and press packs, we secured extensive product placements and dedicated profile features. In the process, we helped Voyage turn the heads of key opinion formers and the brand is now regarded as a go-to source for multiple media outlets.

Media Coverage

Coverage of the new wall art collection was achieved nationally in key titles where target market readership was particularly high. Building awareness of not only the new wall art collection but also of Voyage as a longstanding designer and manufacturer of exquisite home furnishings.

Results

1.3 million

PR value during a 6-month period

160,000

eyeballs reached through dedicated blog posts

40 million

eyeballs reached through PR coverage

"We enlisted the help of Cool Blue to help build the Voyage brand and introduce a wider story of the company to the media. We were instantly impressed with Cool Blue’s passion for the Voyage brand, their energetic approach and positive attitude. The Cool Blue team have a friendly, approachable manner which adds to their incredibly professional delivery, and they secured some fantastic press coverage during our time together."

Sally Morrison,
Marketing Manager, Voyage

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