IKEA makes Primal PR part of the furniture as they launch the first south coast store

Primal PR has been appointed to handle the experiential and events brief to launch the store in Southampton and deliver an ongoing event led strategy for 2009. The store will open in February 2009 and Primal will heighten awareness of Ikea's leadership categories kitchen, bedrooms and bathrooms.

Primal PR are no strangers to the Ikea way, as the agency launched the retailers first city centre store in Coventry.

Ivor Peters, MD for Primal PR comments, 'Primal's strategy will involve showcasing Ikea product and their leadership areas to the city and beyond. Softening the market to the Ikea offer long before the store opens. We want customers to fall in love with Ikea's product before they buy it.'