The Brief

To increase the online rug sales from traffic directed to the Funky Rugs and The Natural Rug Store websites. When Rugz approached The White Room, the company was already a very successful Internet brand. The retailer wanted to expand Funky Rugs beyond the Internet and at the same time, appointed The White Room to increase the brand awareness of The Natural Rug Store.

Funky Rugs and The Natural Rug Store wanted to be seen as the place online to go for floor rugs. With this in mind, The White Room set about executing a public relations strategy that would communicate this message to the target audience.

PR forges your brand into the hands of the media, the largest opinion former in the industry.

Overnight Coverage

The White Room had instant success with the PR for Funky Rugs. Within 24 hours, Funky Rugs was featured and recommended in London Lite, a leading London newspaper with a circulation of over 400,000. Media liaison within the monthly titles amounted to eight additional pieces of coverage in high circulating publications and The Editor of Ideal Home singled Funky Rugs out as one of her favourite brands.
Over 300,000 potential customers would have read the Editor’s recommendations.

"I found the breadth of designs really inspiring and the search for a specific colour or design was easily done using the search facility. I’ve been waiting for a one-stop shop for rugs to use in my shoots and I think I might have found it."

Ali Bradshaw, Deputy Style Editor,
Ideal Home, The UK’s No1 Home Interiors Magazine.
January 2007

Building Brand Awareness Within Key Media

Funky Rugs and The Natural Rug Store have been exposed to millions of potential customers via PR activity.

Funky Rugs and The Natural Rug Store wanted to be seen as the place online to go for floor rugs.

Further Coverage

The Telegraph magazine featured a bamboo rug from the Natural Rug Store in a full-page home interest feature.  The bamboo photography proved very popular when three further magazines requested the image to feature in similar home interest articles.  A sisool rug form The Natural Rug Store featured in a rugs and runners article in Country Homes & Interiors. 

Brand Exposure

The White Room also set up PR with leading trade publications and increased traffic to The Natural Rug Store website with online readers offers. 


For information on how The White Room can develop a brand and marketing strategy to suit your brand, call Colin Long on 01892 511867 or alternatively click here.