Leading arts and crafts superstore chain, Hobbycraft, utilised The Big Christmas Press Show as a platform to relaunch and expand its collaborative workshop programme.
Their PR team was tasked with generating media coverage across key titles and securing reviews via influencer marketing activity to support the new launch. They knew that to generate excitement and effectively engage the media and influential content creators, they had to physically get in front of them and get them involved in the workshops firsthand; and the best way to do this was through The Big Christmas Press Show.
Hobbycraft used their space at the show to create an immersive experience and host live workshops for everyone in attendance. Just like in their programme, they held different workshops at different times throughout the day for the media to drop into at a time that suited them. The event was not only fun, but it engaged their targets whilst building relationships and giving them a hands-on experience.
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The outcome;
Hobbycraft met 546 media, 273 of which were tier one journalists.
40 product call-ins from journalists
4 x 1:1 Broadcast interviews
5.6m social reach
The day was a great success for achieving their goals in line with their new launch, and it helped support their position in the market in the lead up to Christmas.
