Sterling Furniture
Profile
A market leader in furniture retail, Sterling currently serves the needs of furniture consumers through its network of locations throughout Scotland.
Objective
Reinforcement of the brand Sterling Furniture Group, as the market leader in delivering premier quality furniture to Scotland’s increasingly discerning home owning community.
Strategy
BRIGHT PR planned an ongoing media relations campaign aimed exclusively at home and lifestyle writers and publications.
Tactics
- Journalist site visits are arranged.
- Suitably pitched press releases and photocalls on exclusive merchandise are identified and issued to target journalists.
- An enticing photographic library was developed for the consumer press.
- New store openings are made topical through improved media relations.
Results
- Journalists from Cabinet Maker, Furnishing Times, Homes Show Magazine and all Scottish home writers have visited the Tillicoultry based headquarters.
- The Versace Collection was launched and a preview event held of the Ralph Lauren Home Collection which was attended by Scottish home writers and key customers.
- A minimum of 5,089,790 readers, or rather potential customers, were exposed to the company and its product ranges through press coverage last year.
- The company achieved positive editorial coverage in over three publications each month during 1999 alone. services offering customers a scalable, applications-based solution for conducting business