The Brief

The White Room started working with Topps Tiles at the beginning of 2009. Topps Tiles was already in the fortunate position of having good brand awareness. However, consumers were unaware of the range of products available and the quality of tiles on offer.

Our objective was to re-position the iconic brand as an innovative, contemporary brand, stocking a huge range of tiles at affordable prices. We planned to do this by delivering consistent media coverage in the home and lifestyle press, focusing primarily on high end media titles like Living Etc, Kitchens Bedrooms and Bathrooms, Country Homes and Interiors and Grand Designs.

Activity

Each month we produce a press release, supported by relevant contemporary imagery. We tailor our communications to different media groups and have initially focused more on contemporary ranges, in order to shift brand awareness more quickly.

Lifestyle media is key for the brand and many titles have gone from saying that Topps Tiles isn’t right for their readership to creating bespoke features to fit in with the trend reports we send them. We have also undertaken an advertorial programme, which has focused on creating very high end room settings, including one kitchen and one bathroom scene. The advertorials appeared in Elle Decoration and House and Gardens and will again play a key role in shifting brand perceptions.

Elle Decoration Advertorial House & Garden Advertorial In addition, we have targeted TV production companies to offer Topps Tiles products. As a result, the company will soon appear on Melinda Messenger’s new home renovation TV programme, Cowboy Builders.

Keen to maintain communication and relevance to its core customers, we also undertake regular price driven activity in weekly titles and publicise any promotions the company is running in relevant women’s media, lifestyle titles and online sites.

Results

Media coverage in all sectors has improved dramatically and high end titles like Living Etc, Ideal Home and House Beautiful now regularly feature Topps Tiles products. In the coming months we plan to consolidate our position and continue to maximise Topps Tiles share of voice in target media.

Grand Designs

Product placement secured in the forefront of Grand Designs news pages.

Elle Decoration

As a result of a teaser campaign, Topps Tiles dominated the shopping pages of Elle Decoration.

Beautiful Kitchens

A full page of editorial as the lead shot for a flooring feature gave Topps Tiles the prime placement.

Homebuilding & Renovating

Another full page of editorial endorsing the Topps Tiles brand.

Homes & Gardens

Homes & Gardens news pages feature the launch of a new range.

House Beautiful

Kitchens Bedrooms & Bathrooms

Self Build & Design

The Times Magazine

You Magazine

Contact

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

Back to client list