Our remit for Bathstore was to create and increase a positive consumer profile for the specialist retailer, whilst at the same time providing PR and promotional support for a highly pro-active store opening campaign. We set up a fully functional press office with dedicated telephone lines and staff to provide a central media information source, photographic library and sample loan system. A series of product ‘launch’ campaigns were planned for new ranges being introduced and a ‘room set advisory service’ was put in place to provide the growing number of media ‘makeover’ programmes and pages. We also created a store opening ‘template’ with a shopping list of PR and promotional activities for each new store opening. The Bathstore brand became established in the minds of ‘make over’ and ‘home development’ consumers and media as a quality, well designed but affordable product… and media coverage increased by ten-fold.