In February 2024, we were briefed to raise the profile of luxury, sustainable hardwood flooring company, Coppice & Crown. After delving into the brand, understanding who they wanted to talk to and what customers were reading, we created a comprehensive, two-pronged media relations strategy: product placement and expert profiling.  

We make sure Coppice & Crown’s products are front and centre of their target audience, and the company’s people are positioned as industry experts in flagship homes and interiors magazines. Covering everything from styling tips to case studies, the expert commentary we develop with the Coppice & Crown team is regularly featured in titles such as Homes & Gardens, and accompanied by bespoke photography of the company’s handcrafted, hardwood flooring.  

With sustainability at the core of everything they do, curating pitches to specific media slots, such as the regular ‘Sustainability News’ column in House Beautiful, has been pivotal to highlighting the business.

Maintaining a rolling calendar of awareness days allows us to capitalise on the media interest they generate by creating tailored media packages ahead of the day. Environment-focused days, such as Earth Day, give us even more opportunities to promote the company’s industry-leading green credentials.  

Building relationships with key journalists is central to making sure Coppice & Crown products get the stellar coverage needed to promote the brand. We are able to respond to what they need and proactively provide engaging content ideas that deliver regular, relevant coverage for Coppice & Crown.

In the first three months of our relationship with the business we secured opportunities that had the potential to be seen by over 5.4 million new readers, in major titles such as House Beautiful.