IKEA launched a new bedroom line called ‘The Complete Bedroom” and asked us how they could generate media attention for this new line.
We organised a two-day press trip at a Dutch hotel where the bedrooms would be designed in the typical ‘IKEA Style’. The top 10 of Belgian lifestyle journalists – stylists were invited for this weekend to a night’s sleep in one of the IKEA-styled bedrooms. We got the journalists interested for this press trip thanks to following elements:
International Sleep Study (An IKEA asset)
A trend watcher (Giving a framework with the Sleep Study = an extra asset)
A dream consultant to give light-hearted information (creative sidetrack)
A colour consultant to give advice with the decoration of your bedroom that fits your personality (creative sidetrack)
Product information given by IKEA (the main reason)
Articles in newspapers and magazines such as Het Belang van Limburg, Elle Wonen and Plus magazine