Hit or miss? Agency capitalises on royal engagement with 'Crown Jewel' bed

Fit for a queen? PR professionals were quick to jump on last week's announcement that Prince William and Kate Middleton are engaged to be married.

The team at London-based agency Fuel even unveiled a special edition 'Crown Jewel' bed on behalf of client Sealy Beds. 'A bed fit for royalty,' trumpeted the press release. 'After a night in a Sealy Crown Jewel Bed ... you will awaken feeling treated like a prince or queen.'

HOW I SEE IT

Alan Twigg, Managing partner, Seventy-Seven PR

I'm ambivalent about this genre of story. I admire the nuts and tenacity of the teams in getting the press release out fast, but I fear many a journalist and consumer is cynical about the cheap, gratuitous sell.

It's like seeing festive paraphernalia on sale in October - I smile for a moment and then invariably think 'cheeky bastards'. Where it's likely to work well is when there's more to the story - so why not say that the company is crafting a one-off for the couple, but that it will need one of its 'sleep experts' to interview the young lovers about their sleeping habits and body shapes?

So make it more than just the product details with a grafted headline and intro. It's rich territory, so it didn't quite nail it for me. Speed may often be admired, but not in beds.

MISS

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