Filofax, which has a 95 per cent share of the UK's £42m paper-based personal organiser market, is eager to reduce its dependence on Christmas season sales.
PR activity will communicate the fashion side of its product range - handbags, briefcases, wallets and purses - in a bid to achieve year-round media attention.
'We're making a real effort to communicate to people that Filofax is a leather goods brand and more than just personal organisers. We want to encourage buying across the entire range of products,' said Filofax UK press officer Matt Watson.
Filofax said it had introduced seasonal products to match fashion trends, a development it hopes will open the door to consumer publications.
'Now that we're attracting more female customers, the scope for fashion and lifestyle editorial has grown,' Watson added. He revealed that the proportion of female customers had risen to about 60 per cent in recent years as Filofax has diversified.
The consumer and trade media relations drive is part of a wider advertising and promotional campaign - developed by CDT Design - with the tagline 'everything in hand'.
It will in part seek to demonstrate how all Filofax products are designed to help people organise their lives.
Watson denied the introduction of electronic organisers, such as PDAs (personal digital assistants), had damaged Filofax's sales of paper-based organisers.
He added that sales of Filofax personal organisers had risen by 60 per cent since 2001.