An illuminating campaign

The brief

Lumenal was a fairly new entrant to the burgeoning LED lighting market, specialising in lighting solutions for the retail and display market.
Triangle was retained by the company to build a profile in the competitive retail sector and generate new business leads as a result.

The results

Over a 12 month period, Triangle returned the following results:

• 150 pieces of media coverage generated
• including 14 in-depth articles
• five interviews negotiated
• 10 expert comment pieces secured
• Return on Investment: 13:1

Of even more note, as a direct result of the media coverage and profile generated for Lumenal, the company’s MD was approached at the lighting industry’s flagship exhibition by one of the UK’s most well-know high street brands, who was visiting the show for just one day with the principal objective of seeing the Lumenal products.

His requirement was the fit out of 500 stores across the UK employing LED lighting. Result.

What we did

Targeting the key lighting trade titles as well as horizontal and vertical retail titles, Triangle quickly established a strong identity for Lumenal in its core press, combining regular coverage of new products, product innovations and case studies with high profile by-lined articles, positioning the company’s MD as the voice of LED lighting in the retail sector.

Utilising high profile case studies, featuring clients such as Carphone Warehouse and Morrisons, Triangle also pitched strong editorial angles to secure by-lined articles, presenting Lumenal as experts in lighting for shopping centres, merchandising, lingerie, jewellery, museums, and visitor attractions along the way.

Persuasive lobbying of editors looking for comment ensured that the industry-wide authority we were aiming to achieve was, well, achieved.