Objective.

mydeco.com is the furniture and home design website created by lastminute.com founder Brent Hoberman. After a successful initial launch, mydeco.com remained a fairly well-kept secret among its core interiors media. Our job was to establish the brand with a wider cross section of media, while educating them about the unique proposition of the mydeco boutique.

Solution.

To begin with, we created a ‘Christmas in July’ event to bring mydeco.com’s online boutique to life and help our media populate their Christmas editions with lots of mydeco.com content. We enlisted the help of the mydeco.com artists and designers, who dressed a room in London’s Home House to showcase the products. Media were invited and hosted throughout the day, with each given a personal tour of the designs and the website.
Having honed a solid, professional press office operation as our foundation, we can start to do the fun stuff. We’ve launched the mydeco.com Style Barometer – a quarterly trends report, with stats, trends predictions and commentary from mydeco.com experts, member designers and other home style luminaries.

Results.

More than 35 top-tier media attended the boutique launch event, including journalists from Elle Decoration and Easy Living, BBC, Channel 4, The Times, The Observer and The Independent. Feature opportunities were secured in Elle Decoration, Good Homes, the Evening Standard and Bridge for Design to name a few. Coverage has since appeared in Sunday Times Style; The Sunday Express; The Mirror; Monocle; Stella; Stylist and many, many more..