Dulux Decorator Centres: Store Opening PR

The brief

With over 194 stores nationwide, Dulux Decorator Centre is the largest decorating merchant network offering the widest choice of products from leading suppliers.

Tasked with a series of engaging store openings, the following activity is from Bury St Edmunds which was implemented over a four week period in April/May 2018.

Staples Corner Store Opening 2018, London, 20th March 2018, Dulux

 

Objectives

  • To drive awareness of the new store among local tradespeople
  • To celebrate the official opening and drive anticipation of meeting the Dulux Dog
  • To obtain at least two pieces of local press coverage

Activity

  • Pre event press release in local media with details of the official opening day activity
  • Arranged for the local Mayor to officially cut the ribbon to open the store
  • Identified, coordinated and delivered £500 paint donation to local good cause – Hearing Dogs for the Deaf
  • Secure opportunity for the Dulux Dog to officially start the local Great British Dog Walk in Bury St Edmunds the week after the store opened
  • Issued post event press release and photograph after both events

Result

  • Six pieces of coverage – two pre opening, two post opening and two on Great British Dog walk coverage
  • Total reach: 816,313
  • Achieved strong key messages in all pieces of coverage
  • Well attended and smooth execution of opening day event

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