When Furniture and Fashion Collide:
Art Van Furniture’s Nigel Barker Collection
Art Van Furniture is focused on transforming houses into homes. A critical component to achieving this vision is through its wide selection of exclusive furniture collections. As the company prepared to announce its collaboration with the internationally renowned fashion photographer and celebrity icon, Nigel Barker, Art Van Furniture worked with Identity’s team of experts to create a sustainable launch to maximize visibility of the globally inspired collection.
Together, the Identity and Art Van Furniture teams seamlessly developed a comprehensive and strategic communications plan for the launch of the Nigel Barker Collection, complete with a robust press kit and targeted pre- and post-launch media outreach.
Through targeted media outreach, the team secured 189 print, digital and broadcast placements that reached more than 59 million individuals. The coverage included a series of in-studio television appearances with WXYZ-TV and FOX 2 Detroit, as well as Chicago’s FOX 32, WCIU-TV and WGN-TV, to bring the Nigel Barker Collection into the homes of thousands of residents in metro Detroit and Chicago. Due to this strategic approach, the Nigel Barker Collection was also highlighted in a highly visible online feature with People Magazine’s Home + Travel, the coveted cover story of the prominent Chicago Splash magazine and an in-depth feature in Chicago’s Michigan Avenue magazine.
After seeding a wide array of media coverage, Art Van Furniture leveraged its existing direct marketing customer emails with the list of key invitees compiled by Identity to invite guests to the Downers Grove launch party. The public launch party was attended by more than 2,000 guests at Art Van Furniture’s Downers Grove, Illinois, showroom. To ensure the event was a success, a team of experts from Identity joined Art Van Furniture’s event directors to serve as on-site support and media management.
During the launch party, the team leveraged the attendance of Cindy Crawford—maximizing her renowned celebrity status and roots as a Chicago native—to further amplify the event and exposure to consumers, resulting in additional broadcast segments with Chicago’s WLS-TV and WCIU-TV.
What We Did
Identity deployed the following strategies and tactics in order to achieve success:
Media Relations & Marketing
- Messaging Development
- Media Relations
- Community Relations
- Event Management & Support
- 189local, regional and national placements
- 59Mreaders, viewers and listeners reached
- 2,000+attendees at the launch party