Boots Opticians puts PR into sharper focus to keep up with rivals

Boots Opticians is upping its PR activity in the face of increased competition among optical retailers by appointing a new PR consultancy.

Boots Opticians is upping its PR activity in the face of increased

competition among optical retailers by appointing a new PR

consultancy.



Birmingham-based agency Barkers PR won the six-figure account after a

three-way pitch, although the initial list drawn up by the client

featured 30 consultancies.



The appointment follows a spate of similar moves by rival opticians.



Specsavers and Dollond and Aitchison both appointed new PR agencies

earlier this year in a bid to heighten their profile on the high

street.



As part of its new approach, Boots Opticians aims to put more focus on

style and on pushing the Boots brand.



Marketing manager Katy Sewell explained: ’Branding is important to us

and we have been branding Boots Opticians through PR for some years. We

are looking to develop that in the style area. It is a challenge in the

current marketplace - where there are a lot of proprietary designer

names - to get the retailer’s branding across.’



Barkers’ managing director Dianne Page said: ’The opticians market is

very competitive and largely price driven.



’Our aim is to communicate values other than price, such as quality and

service, all of which are underpinned by the heritage of the Boots

brand.’



The incumbent agency was Manchester-based Mason Williams. It did not

repitch.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.