Established for more than 45 years, Leeds-based Ceramique Internationale distributes wholesale tiles and associated products to secondary retailers across the North and Midlands, as well as working on high-profile commercial projects across the UK. The multi-million-pound business also has a 4,500 sq ft Tiles and Mosaics showroom and warehouse in the city.
Despite being so well established, and having unrivalled relationships with the best and most prominent tile manufacturers in Europe, the UK marketplace was becoming overrun with cheap imports from the Far East, which Ceramique Internationale felt was having a negative impact on the industry and its own business.
It had a good rapport with the key tile industry media and a wealth of in-house knowledge, with a combined total of more than 300 years’ experience among its long standing staff, but was keen to widen its reach and target the regional business, Kitchen Bedroom Bathroom (KBB), hospitality and housebuilder sectors.
The Right Agency was approached to handle the PR with the objectives of:
- Raising the profile of Ceramique Internationale and Tiles and Mosaics in the Yorkshire region
- Establishing the business and its directors as experts in the tile and surfaces industry in key target areas
- Growing the social media presence of the two brands across Twitter and Facebook
What we did
We created a multi-layered media relations campaign by introducing Ceramique Internationale to key regional and trade journalists and began working to improve the content and engagements on the brands’ social media channels.
An initial bullish business story, building on the history of the company, outlining ambitious growth targets and demonstrating the directors’ expertise with market analysis helped to establish the company in the minds and pages of the key titles. This was followed by a planned programme of new product launches, commercial case studies, opinion pieces and commentary.
Editors and journalists looking for engaging copy soon realised that Ceramique Internationale’s directors were happy to give strong opinions which helped to secure extra news space. We pitched a varied range of features and advisory pieces to titles that are read by decision makers in key sectors.
In addition, a new approach was applied to social media, combining product and industry news with successful domestic and commercial projects and relevant news stories – all enhanced by powerful and creative imagery.
Within the first year more than 60 pieces of trade and regional press coverage were achieved and Ceramique Internationale was included in all the key flooring and surfaces features. The directors’ willingness to express opinions not only about their own industry but about business in general, including Brexit, led to several national TV interview opportunities and regular requests for authored pieces.
Social media followings have grown year-on-year with engagements increasing by up to 600% over a three year period.