Challenge:
Fortnums underwent a major redesign with the whole style and approach of the food hall. The challenge going forward was to get the key food media into the store and ensure regular coverage going forward.

Solution:

·    Heavyweight proactive and reactive media relations

·    Crafting and issuing up-to 5 press releases/month

·    Extensive programme of product placement

·    Targeting and hosting one-to-one meetings in store showing products, tastings and introducing them to buyers and suppliers

·    Arranging interviews for key personnel

·    Coordinating events such as annual, “Christmas in July”, event – average attendance of 130 guests

·    Quarterly e-newsletter to all contacts

·    Monthly media audit analysis of where coverage appears – and resulting proactive targeting of media targets

Results:

·   Media log – 120 reactive calls/month - increasing to 250- 300 in October/November/December

·   70 pieces of coverage/month on average