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JT

Case Studies

JT – Launching the JTSoftstone

PR

03 December 2014

Background 

Hatch is the retained PR and marketing agency for JT, the UK’s leading shower tray manufacturer.

Following 18 months of market research and brand development, JT successfully developed a revolutionary newly branded product for the UK shower sector

The UK bathroom market has undergone a rapid change in the last five years with an explosion in the number of low profile trays as consumers demand a contemporary ‘Malmaison’ look.

JT’s challenge was to develop a next generation product to complement its existing shower tray range delivering a new experience and design choice for consumers

JT’s answer was to develop a new luxury offer, the UK’s first soft touch, non –slip, stunning slate effect shower floor.

 

Objectives

  • Create a new brand identity for the product including a name, strapline, logo and brand guidelines
  • Advise on product photography and the look and feel
  • Develop and implement a full advertising and PR strategy
  • Develop a year-long Marketing plan
  • Work alongside the exclusive distributor (Cooper Callas) to ensure sales are maximised

 

Strategy and Plan

 

The Launch

The JTSoftstone was launched in August 2012 to the UK market with an exclusive distribution deal with Cooper Callas.

The launch was backed by JT’s biggest integrated marketing campaign in the company’s history, including development of bespoke JTSoftstone brand identity, an exclusive launch event, profile PR and advertising investment, attendance at the Sleep 2012 exhibition, plus a bespoke point of sale available for retail partners.

The Brand

Hatch developed a new brand – the JTSoftstone with a strapline/description of Aqua Cushion Floor. A new identity was created for Softstone.

Advertising

The campaign creative under the banner of ‘Making an impression’ and ‘Good for the Sole’, complemented the JTSoftstone imagery and promoted the innovative and unique qualities to create a new product category for the UK shower market.

Key titles were chosen in a staggered advertising campaign – KBBReview, Designer and Kitchen & Bathrooms News.

Brochure

A new luxury brochure was produced to showcase the product along with other luxury JT products in line with JTSoftstone

PR

Copies of the luxury brochure were distributed to key media outlets. Selected journalists were also visited by Hatch and the JT team, where Softstone was explained and sold to key titles.

Media relations campaign of briefing & press releases led to 18 articles in all key target magazines.

Consumer PR campaign focusing on the home sector is boosting awareness in this new market for JT, via editorial features in magazines such as Real Homes.

Outputs

  • Darren Cooper, Managing Director at Cooper Callas, said: “The reaction to JTSofstone from the marketing has been phenomenal. We now have displays out there in 85 locations across the UK and the orders taken to date already are well above expectations. We believe this product will revolutionise the luxury end of the shower market.”