Client: Jeremy Hoye
PR Team: PR21
Campaign: Store launch
Timescale: Ongoing from December 2000
Budget: 20 per cent of Jeremy Hoye's annual turnover
Jeremy Hoye is a bespoke jeweller whose clients include Fatboy Slim,
Denise van Outen, Mark Little and Chris Eubank. Based in Brighton for
the past six years, Hoye opened a store in London's Soho on 5 March.
To publicise the launch of Hoye's Soho shop, raise awareness of his work
nationally and rebrand him along fashion and lifestyle lines, rather
than as 'just a jeweller'.
Strategy and Plan
Self-taught Hoye does not follow the conventions, preferring to take his
inspiration from sources including the film Space 1999. He is renowned
for the one-off service he offers to clients.
To communicate this individuality, PR21 decided to implement a press and
publicity campaign showcasing the spectacular interior design of Hoye's
Brighton home, accompanied by personal profiles for the national
In February, to turn up the heat for the opening, the PR team devised a
campaign with an ad based around the concept of a spoof jewellery
Developed in conjunction with Scott King, Sleazenation magazine creative
and art director, the ads ran over one week from 26 February in The
Guardian, Observer and as an outdoor poster during London Fashion
In addition, a fax-based viral campaign targeted at local businesses in
Soho and the national media, publicised a helpline number for people to
call with information on the supposed robbery, while in reality,
delivering details of Hoye's store.
Measurement and Evaluation
As it is early days for the shop, the PR team plans to measure its
activities by looking at calls to the helpline and the number of
shoppers who actually visit.
The spoof jewellery heist creative went down well, with some of Hoye's
existing clients falling for the scam and sending flowers in
As a bespoke Soho jeweller, the campaign was well-suited to the
character of the brand, generating kudos that reflected Hoye's style.