In August 2020, Little Red Rooster was tasked with hosting an event and executing a press office to capture the attention of the UK press around the soon to be launched collaborative audio collection from Bentley, Naim and Focal. Due to the global pandemic, we had to think outside of a traditional in-person briefing / party setup, so the decision was made to host a virtual session on Zoom.

We quickly set to work, drawing up a hit list of top-tier media contacts that we knew with provide us with the stardust national, lifestyle, design and technology coverage this luxury audio collaboration deserved. Simultaneously, we forensically worked through luxury, design and lifestyle titles to secure coverage across the whole three-month project. Elsewhere, we positioned the collection as a ‘must have’ Christmas present for audiophiles in luxury gift guides.

Custom-made press packages were crafted for each event attendee. The design of the box perfectly reflected the copper accents and diamond design of the special edition Focal headphones and Naim system. The package featured a bottle of vintage 2008 champagne, a box of delectable truffles, a leather notepad, Naim / Bentley / Focal product leaflets, plus a Bentley-branded bottle stopper.

We worked closely with the in-house teams at all three brands. Bentley’s head of product design Chris Cooke, Focal’s product manager Megane Montabonel and Naim Audio / Focal’s group director of design Simon Matthews were on hand to guide VIP press through the launch. Plus, time was made available afterwards to book in stellar brand profile interviews with the design press.

The result was sensational! 21 VIP journalists attended from the likes of GQ, Esquire, WIRED and British Vogue, with a total of 20 pieces of stellar coverage inking in the week after launch in September 2020.

But launch month was only the beginning, over the three-month PR project we saw 56 pieces appear, titles included: Metro, Forbes, Wallpaper*, British Airways High Life, GQ, Esquire, Oracle Time and Country & Town House. 100% of coverage was attributed to our pre-agreed priority media list, with a monumental potential reach of 208 million monthly unique users.