Prestons of Bolton – A diamond PR campaign

Bird Delivers Diamond PR Campaign

In 2016 the owners of the iconic jewellery store Prestons of Bolton, known to many as the Diamond Centre of the North, decided to close down the store’s doors after 147 years of trading.

Bird’s objective was to deliver a PR campaign to make this announcement and for its final closing down sale.

The PR activity included:

– Local press was key to this announcement, and Bird worked closely with the Bolton News, and various outlets throughout the North West. The core announcement focused on the history of the store, and its reasons for closing; the decline of the high-street.
– A social media campaign was also delivered to support the closing down sale announcement.

 

Results
The announcement that the store was closing made the front page of the Bolton News, with a two-page spread inside. This piece alone results in nearly 6k shares on Facebook.

In the first two weeks of our regional PR campaign generated an estimated audience of 50 million people were reached as well as 143,000 online views. It was featured on BBC Radio Manchester and Granada Reports.

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