Bosch kicks off European drive with home DIY visits

MUNICH/LONDON: German electricals firm Bosch is to send DIY experts into journalists’ homes in a pan-European media relations campaign to promote its power tools.

The project – called 'House of Bosch' – is being handled by Munich-based agency Haeberlein & Mauerer.

The three-month campaign is being promoted by six agencies across Europe, including Starfish Communications in the UK.

Starfish is aiming to raise awareness to 'style-conscious consumers' of five power tools launching this year.

Joint managing partner Sally Fearfield said: 'We will train journalists on these new products by sending in a Bosch expert to help fix something in their home.'

Thirty initial 'in-home appointments' of one hour each are on offer to hacks on men's and women's consumer magazines and specialist homes titles. National press and TV makeover shows based in London are also targets.

Experts will offer shelf-erection, wine-rack construction or other such help – but will stop short of handling structural repairs.
They will leave behind a Bosch 'look book' to capture the lifestyle aspect of DIY as applied to style-conscious homes, a CD of images
and releases, plus a tool-box containing Bosch kit.

Twenty  visits are also slated for London-based journalists at their places of work, while an additional 260 hacks will have press information emailed to them with an offer of tools to test.

Selected products will also be entered for relevant home-focused consumer magazine media awards.

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