Fired Earth – Launch of Manchester City Central Store

Background and The Brief

Fired Earth is renowned for its exclusive approach to interiors, and embodies an ethos of timelessness and quality. Best known for its extensive tile ranges from around the world, Fired Earth is now recognised as a leader in the development of specialist interior finishes.
The product range is holistic and includes paint, natural flooring, fabric, hand-woven tribal rugs and more recently launched products such as solid wood flooring, mosaics, metallic and glass tiles. Fired Earth's latest innovation is the H20 Bathroom concept, which encompasses every element of the bathroom from furniture and brassware to accessories and fragrances.
Products are selected for their versatility and therefore will suit any environment from a country farmhouse to a warehouse loft - in a nutshell, Fired Earth is about living in style.
Fired Earth operates through 40 retail outlets throughout the UK and has a further 10 showrooms overseas.

The brief was to launch a new concept store in Manchester City Centre - a stunning home interiors store that encompassed the company's full range of products.
Secondly, the other main remit was also to attract high spending shoppers and raise awareness of the brand locally and within the Greater Manchester area.

Strategy & Plan
Pre launch
A pre launch press campaign was created and targeted at key media in the North West. A press trip was arranged to the company's head office and showroom in order that journalists could acquire a genuine feel for the company and its quality products. Interviews were also arranged with the founders of the company.
Launch party
A high profile launch was arranged in conjunction with Manchester Life (a glossy aspirational magazine). The city's movers and shakers were invited to attend, as were soap celebrities and the cream of Manchester's music industry. Journalists were invited from local newspapers and consumer magazines. Guests were treated to an entertaining evening of live music and delicious oriental food provided by chefs from the Chiang Rai.
Manchester Life magazine's photographer was on hand to capture the night for publication the following month.

Measurement and Evaluation
- Feature coverage in the shopping section of the Manchester Evening News
- Lead feature in Manchester's City Life magazine
- Review in Manchester Metro
- Shopping feature in Manchester Life
- Party feature in Manchester Life

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