Hillview Garden Stores approached Hornby Whitefoot PR to fulfil its PR requirements across all 11 of its stores. Having worked with CEO Boyd Douglas-Davies many times, the challenge was to meet the already high expectations that had been set previously. All work was to be carried out to a specific budget, with Hillview employing HWPR on a monthly retainer.
HWPR worked with the Marketing Manager to create an effective PR plan for each of the centres focussing on events, promotions and the store’s USPs such as soft play barns, playgrounds and ice rinks.
Regional PR plans were put in so Hillview stories can be effectively communicated to the areas that each centre services. A media list for each area was drawn up and relationships built with the local journalists in each area.
Trade PR focussed on business news, Hillview’s expansion plans and investments to position Hillview Garden Centres as one of the most pioneering and innovative chains in the country.
Proactive PR in local areas has seen the profile of each Hillview store increase. Events such as Burford House’s Holly and Mistletoe Auctions have been covered by national news titles and the BBC.
HWPR were approached by Hillview Garden Stores to generate promotion and awareness of the Holly and Mistletoe Auctions that take place at their Burford House Garden Store in the run up to Christmas. These auctions are the largest in the UK and a tradition to Burford House and the town of Tenbury Wells, with the auctions dating back to Victorian times.
HWPR pitched the auctions to the local BBC channels on the phone, explaining the historic connection to the area and using horticultural knowledge to sell the fact that mistletoe had a bumper crop this year.
The BBC decided to attend two of the auctions, the first saw BBC Radio Hereford and Worcester, BBC Radio Coventry and Warwickshire and BBC Radio Shropshire all doing live broadcasts from the auctions on their Breakfast Shows. BBC West Midlands took cameras to the second auction and interviewed the auctioneer, manager and visitors at the event. This video was uploaded to the BBC UK News webpage, the BBC News app and their social media channels generating fantastic coverage for Burford House.
Keen motor enthusiasts also visited a successful Motor Show at Burford House after HWPR contacted local and national motor PR titles to promote the event.
Since the relationship started in 2017, HWPR has achieved over 65 pieces of coverage with an estimated 250,000 coverage views and approximately 121,000 listeners on local radio.