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Crown Paints 

ELLE Decoration launch

The people

  • Crown Paints is the UK’s second largest paint brand and with a 245 year history, it has become a household name. Our team wanted to elevate Crown’s perception amongst interior designers and design savvy consumers. To achieve this, the team felt a collaboration with a leading magazine would cement Crown as the paint brand of choice.  
  • We were briefed to expose Crown to new markets and lend credibility amongst its competitors. Leveraging our strong relationships with media, we saw an opportunity with Britian’s most stylish and sophisticated home magazine, ELLE Decoration. The task was to design a premium paint collection that would generate revenue and cement Crown as a market leader by elevating its product offering to industry professionals. 

The power

  •  Asset management: The team organised a photoshoot where we were able to create a bank of aspirational imagery and videography to generate interest via national, online and trade, as well as Crown’s social media channels for maximum exposure
  • Content Creation: We liaised with five design savvy influencers to create content on the recent collaboration that was to be shared across all social channels to support the launch and generate visibility to a wider audience.
  • Press Office: We drafted press releases and trend mailers to national, consumer and trade press to increase brand awareness and drive customers to the website
  • Partnerships: The team leveraged the partnership with ELLE Decoration amongst the Hearst media group, helping to secure wider stories and other advertorial opportunities
  • Thought leadership: We worked closely with the Crown colour experts to generate expert comment suitable for UK media that would establish Crown as the authority in colour 

The impact

  • Press Office: Secured multiple pieces of coverage in national titles and led stories around the colour trends for the seasons ahead
  • New audiences: Launched ELLE Decoration to the design-savvy audience and established Crown as a leader in paint 
  • Brand positioning: Ensured Crown was the go-to brand for both the consumer and A&D markets

If you’d like to know how Houston can help you, get in touch with our team

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