Lotty was tasked with creating a content & communications plan, detailing marketing deliverables to promote the RHS partnership.
Wedgwood is an iconic English luxury brand established in 1759 with a rich heritage offering global luxury home and lifestyle products. In 2017, Wedgwood partnered with the RHS in a three year deal to collaborate on a number of key projects and align two iconic British brands. For Wedgwood, the partnership marked the first step in their brand rejuvenation to become a global leader in British lifestyle.
Collaborating with the RHS was a perfect opportunity for Wedgwood to gain brand exposure through the RHS Chelsea, Tatton and Chatsworth Flower Shows. The events were a good platform for Wedgwood to launch pop-up Tea Conservatory & Retail outlets offering tea experiences, plus a new range of products and exclusive collections, including the WW Burlington Pot and Wonderlust Tea Collection. Working within the marketing team, Lotty was tasked with creating a content & communications plan, detailing marketing deliverables to promote the RHS partnership.
Content & Comms Plan
As part of the comms plan, Lotty developed key messages (hooks for the media) and a timeline of marketing activities across web, editorial, social and email - aligned with RHS Flower Show dates, media events and Wedgwood product launches.
For the Wedgwood Tea Conservatory & Retail pop-ups, Lotty created web, editorial and social content, including LIVE videos from the RHS Flower Shows, guest blogs with VIP and media visitors, plus landing pages and emails with exclusive content. Online editorial content was also created for the Wedgwood Wonderlust Tea collection - in collaboration with tea expert Beradine Tay.
To launch the unique WW Burlington Pots, Lotty worked with an external creative agency and the pottery makers at Wedgwood on a full-length video with social snippets to promote the products across all digital channels. Within each retail shop at the RHS Shows, the video was shown on digital screens with an exclusive discount.
Why a brand partnership is good for exposure
A brand partnership is where two brands work together. This marketing strategy can help you boost awareness and break into new audiences or markets. To be successful, both brands have to collaborate well on projects and support each other's marketing activities.
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