Objective: • Support Silver Cross in re-positioning the iconic
brand as an innovative, contemporary
manufacturer of baby travel systems by delivering consistent
media coverage in the parenting, consumer, lifestyle
and business
media.
Activity: • We helped Silver Cross get much closer to the
key parenting media, through regular
visits, product demonstrations and “tried
and tested” reviews. • Awards were a big focus, and we helped Silver
Cross to enter all the important
industry and business awards. • Lifestyle media were also targeted with Silver
Cross ‘hero’ products, emphasising
the innovative design of the products. • To add some glamour to the brand, we targeted
celebrity mums, providing free
product and personally delivering their new buggies
and pushchairs. • Engagement with customers was improved through
regular email newsletters,
keeping customers aware of new products, awards
and promotions. • Finally, we targeted business media to raise the
corporate profile of Silver
Cross and its Directors, demonstrating the remarkable
turnaround of the
brand.
Results: • Media coverage in all sectors improved dramatically,
with magazine awards rising
from one in 2005 to over 20 in 2006, contributing
to a 60% increase in sales. • On average we secured Silver Cross 15 awards annually
including the prestigious
Mother & Baby ‘Special Award for Innovation’
for the new Dazzle
pushchair. • Celebrities such as Myleene Klass, Charlotte Church
and Emma Bunton were
all pictured in the media with their Silver Cross
products. • Silver Cross profiles appeared in the business
pages of the Sunday Times and
Daily Telegraph.
