British heritage brand Laura Ashley turned 70 this year. With consumers old and new to consider, responding to a unifying insight was key. Our data revealed all skewed highly in culture.

Marrying up unique archive pieces with another quintessentially British landmark, we launched the telephone box exhibition. We curated a ‘mini-exhibition’ with archive product, providing a storytelling moment for media and influencers We launched the pop-up in Covent Garden and pitched to ‘what’s on’ pages.

To drive further editorial pick-up, we captured a picture story with a model in a Laura Ashley x Batsheva dress, providing a clashing print that elevated the shot.

Hundreds of consumers visited the pop-up across the two-day period, and we secured 10 pieces of coverage across listings, trade and national titles, including Daily Telegraph, The Times and The Guardian.

Social reach and engagement increased by 50%, and there was a 50% uplift in web traffic over the weekend.