B2C • Retail, Home
Heal’s
The making of a modern home
MISSION:
In Spring 2023, Heal’s re-opened its newly extended and iconic flagship store on Tottenham Court Road, London following a complete renovation. To support the momentum in the lead-up to the official reopening, we were tasked with delivering an impactful, awareness-raising, thought-leadership PR campaign to demonstrate Heal’s 200-year impact on the world of interior design through British homes and the retail landscape.
Approach:
Delving into the Heal’s archives, we devised a strategic 12-month PR campaign that utilised an existing piece of customer research from 1960, which explored customers’ lives and shopping habits. Marking the passing of time between the previous 1962 store extension and the 2023 redevelopment, we commissioned a new national survey that explored the changes in people’s attitudes to their homes and interior purchasing decisions. Timed to land close to the King's Coronation, the results offered a ‘state of the nation’ view, comparing the evolution of customer homes over the last 60 years and identifying iconic designs that have stood the test of time.
HIGHLIGHTS:
Securing the impressive Prof. David Olusoga OBE as our spokesperson was a key campaign highlight, offering authentic expert social commentary that helped to bring the survey results to life and beautifully highlighted how we use our homes has changed and the role that Heal’s has played in bringing design to British audiences over the decades. CEO Hamish Mansbridge was a brilliant spokesperson for business media, offering insight and commentary on the evolving retail landscape and the role of the physical store.
Delivering across broadcast, national press, lifestyle and interior press and trade publications, the vast print and digital coverage included five features across key national broadsheets (from an exclusive with The Times to a Guardian feature).
COVERAGE IN THE TIMES