Client: Hunter Douglas
Sector:
- Living / Interiors industry (window coverings)
Areas:
- DACH (Germany, Austria, Switzerland) by Laika
- Nordics (Sweden, Norway, Denmark) by PRLab
- Benelux (Belgium, The Netherlands) by Wavemakers and Pressure
Results:
The first PR campaign
- Reach: 1,534,560
- Clippings: 39
- PR value: € 71,876.56 (NL only)
Case:
Hunter Douglas is the global market leader in the window covering industry. They are the owner of brands like Luxaflex and Sunway but, as a brand of its own, there’s very low awareness of Hunter Douglas. Also, the target audience is not aware enough that Hunter Douglas does not only produce window coverings, but also the machines, software, parts and systems needed to deliver a complete product line for their customers.
To increase the brand awareness, drive thought leadership and inform the target group about what Hunter Douglas has to offer, we developed a full-year PR plan. By staying in constant contact with all the relevant media (Living / Interior, Retail, Trade, Business, Finance, and Sustainability media) and offering them relevant and newsworthy content, we will ensure that Hunter Douglas will be in the media throughout the year.
We have developed two communication strategies:
Corporate communications
- Press release about the attendance at the R+T Fair, new innovations and awards won during the R+T Fair.
- Sharing content about the new sustainability promise, new mergers/ acquisitions, financial update, introduction of new CEO.
- Pitch interviews and quotes from CEO, product managers or other suitable figures within each market.
- Organised a press trip to the factory.
Product communications
- Press releases about new product launches.
- Press releases about new motorisation launches.
- Set-up product reviews and send journalists products over to be installed and tested at home.
- Sent out press kits so journalists can see and feel new fabrics.
- Shared inspiring cases and pitch photoshoots.
