IKEA

The Brief
Put IKEA on the map in Southampton.

Overview
Over a nine month period Polymedia used the full range of media and PR skills, including strategic, proactive and reactive media communications, stakeholder and brand engagement, issues and crisis expertise and event management, to successfully launch the new store in Southampton in February 2009.

Polymedia identified and engaged with some 200 journalists from 90 media to inform them of the iconic brand encouraging them to cover stories despite being off-patch. The positive messages surrounding the construction of the 34,000 sq metre city centre store were highlighted and we also managed the communication with all stakeholders and the wider public on the issue of traffic and congestion and how it was being managed.

Some 20,000 people attended the opening day - some queuing overnight - with more than 100,000 in the first four days. Twenty media from across the patch also attended, including the two major TV stations, 10 radio stations, newspapers and agencies.