Dimplex is a leading manufacturer of home heating solutions. As its retained agency, part of Whistle’s brief is to build awareness of the Dimplex brand and its extensive product range amongst consumers.
With the publishing houses scheduled to produce their AW15 heating features from May to September, Whistle PR needed to use this fixed time period to secure maximum coverage across key home interest titles.
We knew strong imagery would be key so, ahead of the season, we consulted on the room set styling and product placement for new photography which would play a pivotal role in securing coverage.
A media event was hosted at the start of the heating season (May 2015), inviting key journalists to meet the Dimplex heating experts and hear the latest product news. A media look book and press pack, tailored specifically for the home interest press, was produced and distributed to target media, featuring Dimplex’s hero products.
From May to September 2015, Whistle PR managed the Dimplex press office, executing a continuous stream of product captions and themed media mailers, whilst also fulfilling ad hoc press requirements and responding to a total of 396 reactive media enquiries. Regular proactive calls into key media ensured Dimplex remained front of mind for anyone planning a heating feature.
A successful programme of consumer-facing competitions was also implemented, targeting the optimum readership and best audience which would generate quality sales leads via data capture.
79 press cuttings were secured across 51 titles, including a full product shot on the front cover of Your Build and a full page in Period Living’s 25th anniversary issue. This equated to a share of voice in 82% of the season’s heating features. The cuttings combined reached a total of 21.1m readers. Every hero product was featured across the season, and 75% of the media coverage generated featured one of these products.
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