Business advisers recommended that Sofaitalia.co.uk had to operate offline as well as online and needed to open traditional stores to reach ambitious growth targets.
The first furniture store was in Portrack Lane, Stockton, near Middlesbrough. The opening was low-key but its position and bold signage guaranteed high visibility.
The retailer then turned to MHW for a short-burst of promotional activity to raise wider awareness and build some initial momentum. MHW devised a small integrated marketing campaign that led on PR but featured limited advertising along with competitions.
Coverage was achieved in regional lifestyle magazines for the exclusive range of leather sofa products that the store sold along with some general advice and tips on how to pick best leather and how to maintain.
In addition, business press picked up on the story about the ambitious expansion plans of a County Durham retail business.
Elsewhere a series of advertorials and media competitions positioned the retailer as a high-end supplier of exclusive leather home furnishings but available at affordable prices.
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