Opportunity
Our client, a global non-profit organization focused on housing, was launching a first-of-its-kind DIY charity store for Great Britain. They wanted to publicize the launch and raise brand awareness, both locally and nationally.
Already successfully running around 1,200 such stores worldwide, the Great Britain team wanted to make sure it launched its first store with a bang and planned a day of events, including speeches and a visit from their royal patron. Media attention was key to maximizing the launch event’s success in raising awareness surrounding the new store and the client’s charitable work in the UK.
Solution
To publicize the launch, we worked to engage the local, national, and sector-specific media by identifying newsworthy angles for the different target audiences. We drafted a compelling narrative surrounding the launch and the store’s unique offering to the British charity sector.
Result
We engaged local, national, and sector-specific media, securing coverage in top-tier publications including The Daily Telegraph and The Big Issue, featuring on the local radio and in the local newspaper, and spanning a range of charity-focused publications. As a result, we made the local community aware of the brand-new cut-price DIY store right on their doorstep, and the non-profit client reached a national audience, raising awareness for their charity work and paving the way to develop a chain of stores across the UK.