Just Fabrics Period Ideas Reader Offer

Background:

Just Fabrics has been supplying designer and stylish fabrics online and from its stores in Cheltenham and Burford for over 25 years. The company displays thousands of fabrics, including an extensive range of designer clearance fabrics at discounted prices and a large range of accessories. 

Objectives:

apt advised leveraging the company’s advertising spend with Period Ideas to gain free editorial coverage within the publication as well as promote the new Country collection, a range of characterful designs featuring imagery including birds, trees and Wellington boots.

Actions:

The PR team built a strong relationship with the editor by keeping in frequent contact and enquiring about upcoming editorial features for Just Fabrics to contribute with an expert comment, swatch samples and images. Each month, apt sent swatches of a number of fabrics to the editor relating to the theme of the upcoming feature for the next issue. We also suggested using a reader offer for increased coverage of the Country collection in particular and approached the editor about featuring this as the ‘pick of the month’ in the news pages of the Vintage & Country special issue.

Results:

Swatches from Just Fabrics featured as key examples for the chosen interior style each month alongside a directory listing in the ‘Decorators Sourcebook’ on the decorating page. The reader offer for the Country collection gained half a page of editorial page in prime position in the news pages at the front of the magazine, worth over £600.