Our client Gx Glass manufactures, supplies and installs a comprehensive range of bespoke flat glass products for the interiors market.
To showcase the breadth of design possibilities for interior glass and the variety of products they produce, they joined forces with architects Cousins and Cousins to create a stunning glass pavilion, called Glaze.
They wanted to make an impact at two leading exhibitions, Clerkenwell Design Week and UK Construction Week, as well as ultimately finding a permanent home for the structure.
To generate buzz around Glaze ahead of Clerkenwell Design Week, we took the ‘Jaws’ approach of not revealing too much straight away. We opted for a teaser campaign ahead of the show, leaving the pavilion to speak for itself at the show.
A launch press release was also used to ‘hook’ key industry journalists, who we invited to the pavilion during the show to see it in all its glory. Many came, which helped Glaze feature in many of the post-show reviews across the industry.
Social media was crucial to generating interest in the structure and we utilised a timelapse film of the structure’s erection to entice people to visit.
Following the success of Clerkenwell Design Week in communicating Gx’s design capabilities, the focus for UK Construction Week was shifted to rehoming the structure permanently.
Again, we joined forces with the show’s organisers to communicate to visitors that the pavilion was available to rehome. We did this by maximising exposure across their social media channels, e-newsletters and official show guide.
Glaze was truly one of the biggest talking points at Clerkenwell Design Week, with the stunning pavilion featuring in most major show reviews, as well as countless mentions and images of it across social media. We secured visits from a number of leading industry journalists – all keen to know more about Gx’s unique approach to glass.
The campaign to rehome Glaze has been a success as well, with a number of requests to take it at UK Construction Week. After much deliberation by Gx, a decision was made to give the pavilion to Histon & Impington Parish Council, where it is set to become an integral feature within the local community.
Our social media activity, meanwhile, has resulted in an increase of Gx’s Twitter followers of more than 150% and a 48% spike in LinkedIn connections.
“Harris have been incredibly professional in their approach to our PR requirements, and their attention to detail for the Glaze campaign has been second to none from start to finish, ensuring we have the best coverage with the right audiences!”
Joanna Lush, business development manager at Gx Glass