30 March 2021
Re-igniting a heritage brand
By Jo Moody
Laura Ashley is back and BWP made sure that UK media knew all about it!
When the new Laura Ashley homeware range was re-launched at NEXT, BWP was tasked with the PR and media comms to ensure that everybody would be talking about it.
From an initial press announcement, BWP managed a strategic media rollout to introduce key journalists and influencers to the new quintessentially British Laura Ashley collections and products, incorporating events, gifting, and ongoing media comms .
Hand-picked, top-tier journalists attended a series of virtual press events, taking part in fun, interactive activities, while learning about the latest Laura Ashley hero pieces. These events secured key titles including Woman & Home, Good Housekeeping, World of Interiors, S Magazine and The Telegraph among others.
When the range went live online at LauraAshley.com on 15th March, BWP’s PR efforts helped to secure so much interest that demand was 33% over forecast.
Coverage to date totals almost 500 press cuttings, with highlights including The Telegraph, The Observer, The Guardian, Daily Mail, Mail Online, The Times, Good Homes, Woman & Home, House Beautiful, Homes & Gardens, Yahoo and MSN.
As retail re-opens, we can’t wait for the next stage of the launch, taking press around the Laura Ashley ‘store-in-a-store’ at NEXT in Westfield to show off the beautiful new collections in person.