Brabantia – case study
Press Event

Background
Brabantia is one of the top three housewares brands in the UK offering a range of contemporary products including food preparation, food storage, waste storage, laundry care and hardware.

LawsonClarke PR provides a broad spread of PR support, from running an outsourced press office to organising press and customer events. Brabantia is one of LawsonClarke’s longest standing clients.

The Challenge
LawsonClarke PR was tasked with showcasing Brabantia’s new Spring collection to a wide range of consumer media. The aim being not only to generate short term media coverage of the launch but also to cement long term relationships with key members of the consumer press and ensure that Brabantia products would be used in future photo shoots and product reviews.

The Solution
The Good Housekeeping Institute in London is situated in the same building as National Magazines – publishers of key titles such as Best, Country Living, House Beautiful, Good Housekeeping, Prima and She. It offered the ideal venue to launch Brabantia’s new collection.

An informal ‘drop in’ format was adopted, making it as easy as possible for journalists to arrive, with delicious canapes available throughout the day to keep press well fuelled.

In addition to a comprehensive ‘Spring’ theme press pack, photography and a sample request form for future use, journalists that attended were given a take home gift of Brabantia kitchen utensils.

The Results
90 journalists attended the event, including 30 from Brabantia’s priority press list.

The event resulted in a stream of requests for products and images from key titles such as BBC Good Homes, Real Homes, Harpers & Queen and 25 Beautiful Homes.