Australian International Furniture Fair 2010

Objective

Develop and implement a comprehensive communications strategy that raises awareness of the 2010 Australian International Furniture Fair to the key media and in turn their target audiences. We were tasked with creating trade and consumer awareness of the fair through targeted publicity.

Strategy 

• Double Edge PR adopted a pro-active media relations strategy, employing the media (national, metro, suburban, niche) as a vehicle to communicate to the fair’s target trade audience. 
• Double Edge worked with AEC, exhibitors, The Edge entrants and Uli Hasel, and Industry Seminar Series Speakers to develop relevant and newsworthy media angles. These angles were tailored to the various media and pitched by phone and email prior to the Fair. Double Edge pitched a range of opportunities to print, radio and television and confirmed 45 editorials and 1 radio interview over the campaign. 
• Our team successfully liaised with home, lifestyle and specialist design/furniture writers (magazines and newspapers) and identified editorial features that we contributed information to.
• ‘What’s on’/calendar media received extensive follow-up as well as newsrooms and radio talk back programs, thus ensuring that all were aware of the forthcoming show.
• Additionally we ensured that all key home, lifestyle and specialist design and trade media were aware of the Fair and invited to attend.
   

Results

Double Edge PR achieved 51 media clippings over a 5 month program with a total combined circulation of 5,116,061. Key features ran in EssentialStyle – Sydney Morning Herald, The Key – Sunday Herald Sun, Sydney Morning Herald and The Age Online, Daily Telegraph, Cumberland Newspapers, Sunday Times (WA), Western Australia (WA), Home Style (China), Furniture and Accessories World (India), Furnishing International and Home Beautiful.