Far Pavillions: Public Relations and Promotional Marketing
Far Pavilions is a furniture and homewares specialty store which offers and delivers a high-level of unique products from around the world. Founded by Michael Edwards, Far Pavilions was established 10 years ago and now has 6 stores operating in south-east Queensland. The stores’ range of furniture and homewares is personally bought or designed and the company is definitely not a faceless multinational. The store’s target markets are geared towards the middle to the upper end of the market and seek to replicate customer loyalty and sales revenue in its existing and new locations.
Although highly successful and enjoying sustained growth, management of Far Pavilions are acutely aware of the need to maintain and increase their market presence. The furniture and homewares environment is a highly competitive and dynamic industry and consumers are becoming increasingly selective due to the amount of choice there is today. Far Pavilions approached us with the aim of increasing their brand profile and expanding the reach of their integrated marketing by means of a public relations and promotional program.
Additionally, Far Pavilions were planning on expanding their brand presence with opening two new stores in Kawana (Sunshine Coast) and Logan (Southern Brisbane) and consequently were seeking professional support to organise and plan such events.
We designed and executed a plan based on monthly campaigns which encompassed current advertising and promotional themes. We presented a series of storylines to selected media based on Michael’s international travel/adventures when purchasing unique furniture and homeware products overseas. This approach reinforces the visual merchandising within Far Pavilions retail outlets.
The Chinese Whispers Campaign
At the time of Chinese New Year, we developed a ‘Chinese Whispers’ campaign which encompassed Far Pavilions’ branding and reflected the stores’ international themes, specialty imported antiques and unique home décor items. Media releases were designed on semi-transparent rice paper and small campaign appropriate gifts were sourced to be included with the delivery of each press release. The releases were emailed and followed up the following day by hand delivery to various media outlets, such as newspapers and specialty magazines. Store catalogues were also created surrounding the Chinese Whispers campaign and over 300,000 were distributed across the Gold Coast, Sunshine Coast and Brisbane.
Kawana Store Media Launch
We also provided professional guidance with the media launch for the Kawana store on the Sunshine Coast. Invitations were created and had a local focus on the store owner. Invitations were emailed and posted to selected media outlets. Invitations were specially designed to reflect the store décor and international themes.
We achieved some great results. For example, the February launch of Chinese Whispers campaign proved highly successful for Far Pavilions. The media releases featured in a number of specialty magazines and newspapers and generated publicity for all the stores. High-quality images of the merchandise and photos of Michael Edwards in China were provided to media and these have featured in a number of colour magazine features.
The media launch of the Kawana store resulted in coverage by all four regional print media outlets and achieved a high level of media exposure in both the quality and quantity of publications.
By targeting regular and specialist publications the current publicity program is generating individual store interest and revenue. In-store events reinforce management and staff relationships with local media as well as generating support from the landlords and centre management.
A reader competition with a prize of a piece of furniture has also featured in four local monthly magazines.
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Author: Jane Toohey
Jane is an expert in communications, brand development, integrated marketing and digital strategy. Everything Jane does is geared towards helping companies grow their business and generate new opportunities. Having provided strategic solutions for many businesses over a long and accomplished career, Jane’s passion is watching and encouraging entrepreneurial success.