Campaign snapshot
When luxury bedmaker Harrison Spinks partnered with Countryfile presenter Adam Henson to launch an exclusive range of mattresses containing Cotswold rare breed wool, we were tasked with communicating the new collection to top tier media and ensuring farming heritage and sustainability were key themes in our messaging.
How we did it
We knew this was a collection we wanted our key media contacts to see, feel and experience. So we organised a small but perfectly formed press event in the heart of Soho. Our venue oozed character and had a classic shop front, so Harrison Spinks’ very own side stitcher could be seen mastering his craft in the window.
Sustainability infographics and lightboxes were installed in each room so media could take away key snapshots as well as being able to speak to experts at Harrison Spinks and Adam Henson himself.
The event was held from 7-9am, based on feedback from the media, so they could pop into the drop in event on their way to work and not miss their early morning meetings. Takeaway breakfast and goody bags were provided meaning everyone left with a memento from the brand.
The results
Nine of our ten confirmed attendees turned up on the morning from a number of titles across TI Media, Taylist and Hearst. The Evening Standard also came and subsequently featured one of Harrison Spinks’ mattresses in its best mattress round up.
Not only did the event drive coverage but it solidified the relationships we already had in place with the media and demonstrated Harrison Spinks’ commitment to sustainable innovation. The event also enabled us to prime the media for future product launches.
