Following a lot of anticipation, last week the team was busy announcing that IKEA Hammersmith had finally opened its doors to customers. The new small store is the brand’s first on the UK high street, and we’re not exaggerating when we say people went mad for it.
But this wasn’t just a store opening. To coincide with the new store, we supported IKEA in announcing that IKEA Hammersmith marked the start of a £1 billion investment into London over the next three years – which media obviously got quite excited about.
Ahead of the opening to customers, we hosted a selection top tier media from the likes of The Guardian, The Times and Evening Standard, giving them an exclusive first peak inside IKEA Hammersmith, followed by arranging interviews with Peter Jelkeby, IKEA UK’s Country Retail Manager.
This, alongside that strong £1 billion investment figure, was a match made in coverage heaven.
On opening day, we woke up to a tonne of coverage across all the main nationals, including The Times, The Daily Telegraph, Independent and Evening Standard, with not one, but two PA bombs landing alongside – leading to over two hundred regional pieces of coverage.
Over the whole campaign, from announcement to opening, we’ve generated over 650 pieces of coverage for IKEA Hammersmith – and in turn helped to position IKEA as a brand that is confident in the future of the high street and the importance of being closer to its customers.