Media relations: Habitat lauds interior design to the regions

Habitat is trumpeting its Interior Design Service for the first time in a regional media relations campaign that stresses its affordability and accessibility.

The PR campaign by Kavanagh Communications kicks off in March. It will target regional media to reflect the national availability of the service, which has a presence in just over half of its 40 UK stores.

'People think you have to have a lot of money to get interior design advice and believe it's limited to the capital,' said Habitat press officer Ginny Wain.

She added Habitat's service is more affordable, with a base cost of £200, than similar services at rivals such as Laura Ashley and John Lewis, and would recommend non-Habitat products.

Kavanagh has also been hired to promote the revamp of Habitat's flagship Tottenham Court Road store that it hopes will 'put us back on the map in the West End', said Wain.

'Habitat had been thought of as lagging behind and was not doing so well in the 1980s, but it is becoming really competitive again,' said Wain.

She added that it is particularly keen to see positive coverage in trade press to ensure healthy supply of exclusive merchandise.

The national PR campaign for the store revamp reinforces the homeware store's current theme of 'escapology'. It will use research exploring consumers' motives for going on holidays to show how they can create an escape within their own homes.

Habitat continues to use Killa Communications for PR project work, including the launch of its VIP celebrity range last September.

A UK PR manager is set to be appointed in March to replace Liz Butler who left last year, and agency relationships will be reviewed, added Wain.

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