CASE STUDY 2: CREATIVE DRIVEWAYS & LANDSCAPING

Objective:

To position the company as "a little bit different", a higher quality, more creative product, in its field of garden and driveway design. And to promote to the media for the first time the company's involvement in a prestigious stone labyrinth project in Edinburgh's George Square Gardens.

What was done:

Creative Driveways featured in 'The Insiders'.

A press release on the design of the proprietors' own Meditteranean style garden (designed and installed by one of their in-house designers) was put together, backed up with quality, professional photography. This was pitched into the glossy home magazine sector as well as the national weekend supplements, especially Scotland on Sunday's At Home magazine, as the Edinburgh marketplace was particularly lucrative for the company.

Having caught the attention of the editor for a piece on The Insiders (an article which looks at the homes of those in the interior design/furniture design trade etc), she asked for her own photography to be commissioned and a reporter sent out to interview the couple at their home. Although The Insiders did not normally focus on the exterior of the property, the finished piece had both a picture of the couple's lounge and an outside shot of their impressive garden with full company listings at the side.

Creative Driveways: A little bit different.

A press release was also produced announcing the company's winning of a prestigious contract - the laying of the stones for a stone labyrinth in Edinburgh's George Square Gardens (client - the University of Edinburgh's Chaplaincy Department). As well as a great deal of interest from the Fife media, that a Fife based company normally associated with the domestic market, should be involved in such a project, coverage was achieved locally in the Edinburgh Evening News (thus capitalising on the client's desire to increase its profile in the Capital) and a version also appeared in the Commercial Property section of the Dunfermline Press.

Full page colour coverage achieved in prestigious "The Insiders" feature in SCOTLAND ON SUNDAY'S "At Home" Magazine. Also coverage on labyrinth project in EDINBURGH EVENING NEWS, DUNDEE COURIER and DUNFERMLINE PRESS.