How Matrix PR designed unique experiential media events to position Lifestyle as a one stop destination for all home décor needs
In an over competitive and booming interior design/home décor market, Lifestyle Gulf realized the needs and preferences of its customers and introduced three fine, premium brands exclusively across its stores in the UAE.
Given the competition in the region, the agency recognized that certain creative measures had to be taken to get the media to notice and experience the brands The agency wanted to create an event where media could engage and understand its USPs over other brands.
The agency’s mandate was to introduce the new collections by the home décor brands that were exclusively unveiled across all Lifestyle stores that would help to strategically build the brand, improve brand recall, enhance its visibility, and ultimately increase sales.
To craft a strategy that would provide equal media opportunities for the three brands that were launching at the store - Jane Seymour, Kathleen Koszyk, Elite d’Art with Swarovski.
The key objective was to launch and enhance visibility of the brands in the region, thereby positioning Lifestyle as the ultimate home décor and accessories store in the region
To create buzz around the launch of the brands and raise awareness of their USPs
Promote the quality and pricing of the brands
To create maximum media exposure thereby positioning Lifestyle as a one stop destination for all your home décor needs
Dubai is an overly competitive, oversaturated home décor and interiors market with new brands entering the region frequently
To enter mindsets and markets that already have their preference for certain brands and products
Low awareness about the brands and their USPs
In the UAE, the interior design market is always booming with a rise in new entrants constantly changing the face of the industry introducing new trends, competitive prices and potential threat to other players.
Lifestyle, being one of the oldest and well established brands in the region knew exactly what their customers were looking for – Trust, Quality and Innovation.
That is exactly what they offered to their customers - Three premium and class apart brands that had the potential to change the dynamics of home décor business in the region.
Given the competition in the region, the agency recognized that certain creative measures had to be taken to get the media to notice and experience the brands.
The agency wanted to create an event where media could engage and understand its USPs over other brands.
The main communication channels included: Media relations (primary tool), Blogger engagement, Online communications, Event marketing, Gifting.
Make the media and consumers aware of the uniqueness and of the brands that set new standards for luxurious home décor
Highlight how it is different by positioning the designer collections providing customers with timeless elegant home décor
Engage key stakeholders (lifestyle/beauty bloggers, editors, and influencers) to act as brand advocates to set the ball rolling.
Invite leading lifestyle/home decor print media and bloggers to the launch event in order to get maximum mileage for the launch event.
Create an experiential event whereby the media and guests would understand and appreciate its uniqueness. The exclusive media tour escalated the experience for the media and guests
The media and bloggers who attended the event were gifted an elite piece from the new collection to take back home, thereby creating a brand recall and connect with Lifestyle
Through an integrated PR program that revolved around the brand launches, its positioning and key messages; the agency’s strategy took lead in creating and developing a sustainable platform for Lifestyle.
The whole communication plan built stronger consumer relationships over a period of time which ultimately resulted in rise of sales. Through PR, the agency was also able to accomplish a favorable position for the brand and position it as a leading one stop destination for home décor and accessories in the region.
29 key print, electronic, and digital media attended the launch event
Enhanced brand presence in the region
Built rapport and strengthened relationships with relevant media
Impressive coverage across key English and Pan Arab publications within the region
Empowering women in their fearless pursuit of beauty
Creating awareness for a new range of herbal products
Strategic partnerships maximizes media campaign
