The John Cotton ‘Sleep Academy’

The Brief

Europe’s leading pillow and duvet manufacturer, John Cotton, wanted to promote its new luxury ‘Living Range’ to key consumer journalists. Brahm was tasked with devising a creative campaign to ensure media interest in the range and put the John Cotton brand front of mind with journalists.

Our Response

Brahm organised exclusive press previews for the new bedding range at the key publishing houses in London.

Sleep experts from John Cotton were on hand to provide ‘sleep consultations’ for journalists, to determine which bedding best suited their lifestyle needs. The journalists were also invited to complete a sleep analysis questionnaire, and received samples of the new range to help them achieve a perfect night’s sleep.

The self-styled ‘Sleep Academy’ event was backed by a detailed press pack, with news and feature ideas, lifestyle photography and range information.

Newspapers were targeted separately on the new range.

The Outcomes

More than 60 journalists attended the first ‘Sleep Academy’ from all the key homes and lifestyle magazines, and

Phil Atherton, Sales & Marketing Director at John Cotton, said: “We were delighted with the events organised by Brahm, and the quality of journalists who attended. We received great feedback on the new Living range from many of the lifestyle journalists who attended.”

As a result of the success of the first ‘Sleep Academy’, it was repeated in 2005.

For further information please contact Phil Reed, Head of PR or Ruth Holgate, Business Development Manager, on 0113 230 4000 or email greatoutcomes@brahm.com