WEI'S PR ROOM
Fornasetti, Italian decoration brand, 12-month PR Campaign
Research
According to the primary and secondary research I conducted, I found that the two main issues that Fornasetti has are the low brand awareness and the brand perception of not easy to decorate. Therefore, the purpose of the 12-month PR Campaign is to raise brand awareness and change the perception of the general public.
Issues & Opportunities
After research is done, I identified the issues of low brand awareness and wrong perception and opportunities of great appreciation for craftsmanship and high accessibility to cultural and art events that Fornasetti is facing, the first and foremost aim is to address the issues and at the same time, making the most of the opportunities.
PR Campaign
The campaign is divided into four stages and most of the tactics are collaborations as Fornasetti is more about collaborating with diverse industries to clash or blend different aspects of arts.
PR Tactics
They are letting people be aware of the brand by collaborating with a well-known cosmetics brand, introducing the brand uniqueness and craftsmanship to the public by having an exhibition, reinforcing people’s appreciation towards the brand via cross-industry in collaboration with a prestigious opera house and developing the reputation into a desirable interior decoration brand via showcasing the public how to decorate the brand in various interior styles.
Evaluation
After the well execution of the tactics, Fornasetti will receive coverages both from online media and printed publication, there will be an increase in its social media followers and engagement, and people will be progressively convinced it’s a unique but easily decorated brand.
Thank you for reading it through !!