In response to a growing trend for metallics in British interiors, Zip, creators of the world’s most advanced drinking water appliances, developed eight new trend-led colours within its popular HydroTap Design Range. As part of our wider integrated marketing strategy for the launch, we needed a media relations campaign that would create an impact in print and online. Our approach needed to reach consumers, interior designers, architects and other industry influencers.
A fantastic opportunity to create and build on our relationships with the UK’s top consumer and trade titles, and gain great coverage for the HydroTap, we decided to organise an exclusive press launch event at Zip’s head offices in Clerkenwell, London.
With thorough desk research via our media database and taking the time to pick up the phone, we pulled together a list of key journalists who would be instrumental in spreading the word about the new finishes.
To capture their attention we designed and posted beautiful, sophisticated gold invitations – some were even attached to a balloon filled with golden confetti to make them truly stand out! This approach resulted in hype on social media before the event had even taken place. All invites were followed up with a phone call and an email containing the launch press release and the Design Range Look Book, full of beautiful lifestyle interiors shots.
Encouraging attendance to a launch event can be difficult when journalists are such busy people, so we made sure it would be unmissable. We organised brand ambassador Ian Haste, famous YouTube Chef, to cook using the tap live for our guests, as well as making delicious cocktails.
The evening went extremely well, with more than 30 journalists attending from consumer magazines and trade titles. As well as an exclusive first look at the taps, they got the chance to find out more about the range. Thanks to the event, the platinum design range launch gained more than 30 pieces of coverage in target titles, including Living Etc., Ideal Home, Designer Kitchen & Bathroom, Homes & Gardens and The Sunday Times, as well as securing multiple editor briefings.back to projects