The brief
To provide AFG Kitchens with the tools to help them achieve regular, positive media coverage in key titles for the Miele Die Küche brand.
Background
Formally part of the Miele Group, Miele die Küche was sold to AFG (Arbonia-Forster-Holding AG) in 2005. AFG Kitchens UK Ltd., manufacture and market the Miele die Küche brand in the UK.
In 2007, when Access were developing the new branding and advertising campaign for Miele die Küche, the client decided an integrated approach to their press activity would be of benefit.
Our approach
Access ‘launched’ the press office activity by circulating the introduction letters and a media briefing kit to a fully targeted list of all of AFG's key titles. Following this launch Access continues to work closely with AFG Kitchens’ managing director to create news stories, respond to features' requests and field media enquiries.
Results
Access has built strong editorial relationships with all of AFG Kitchens’ key publications and journalists now contact Access if they require images or comment for a particular feature. As part of the ongoing campaign we have helped to position AFG Kitchens as an authority in the kitchen business and achieved coverage in many of the key trade, consumer and online publications.
