Working In A Winter Wonderland
23rd July 2019
As bizarre as it may seem… here at Eden we’ve already been thinking about Christmas! With the world of media working, in some cases, up to six months in advance, we need to plan ahead to secure coverage for our clients who have Christmas product ranges.
The strategy for a consumer Christmas PR campaign seems simple enough – get your products in front of key consumer media to wow them and secure inclusion in Christmas Gift Guides across the land. But in reality, it’s a little bit trickier!
Christmas is a competitive market, so we need to make our products stand out from the crowd, build relationships with sought after journalists so they know they can come to us for all their Christmas needs, and, have the required media materials readily available to support the products, in the form of quality photography or fancy lifestyle images – whatever they need, we need to have it… and in July!!
One of the most efficient ways to meet target media and showcase products is to host an event. For our client, Vanilla Reindeer, the UK’s newly launched, personalised gift bag brand, this year is its first opportunity to secure Christmas Gift Guide coverage.
As part of a wider PR strategy, Eden recommended partaking in Christmas In July – the UK’s #1 retail festival for media – and a must do for brands with a Christmas offering.
Held over two days in an exciting new location – the Business Design Centre in London – the festival would see over 500 guests, including a mix of key national and consumer media and bloggers/influencers attend to meet 85+ brands all showcasing their range of Christmas product offerings. From Debenhams to Paperchase, Russell Hobbs and Kodak, this year’s show was full of great brand names showing off their Christmas goods!
Any event takes a lot of planning, so Eden were busy organising everything that was needed in the weeks beforehand. We created and issued invites, drafted relevant media materials, ensured great new Christmas produc imagery was ready and put together 300 media packs.
Eden’s Vanilla Reindeer team then attended the event to hunt down the target journalists, securing some fantastic leads for the brand. Now the follow up begins and all will be revealed come Christmas… look out for Vanilla Reindeer this Christmas.