IKEA

Working for one of the world's iconic home furnishing brands, IKEA appointed BWP's PR division, Primal PR to become part of its UK expansion team. Primal's first brief was to devise, manage and handle the launch of its first city centre store in Coventry, spanning a staggering seven floors, featuring 9,500 products across 50 room sets.

Managing all aspects of trade and consumer media relations, Primal developed close relations with CV1 (Coventry City Centre's management team) to raise the profile of IKEA's opening and promote Coventry as a retail and leisure destination. The careful media and event management planning ensured that the store's Christmas opening more than adequately coped with the thousands queuing to get in.