Lustre is the annual craft and design fair that takes place at the University of Nottingham’s Lakeside venue every year. It is the largest event of its kind outside London and attracts more than 4,000 visitors over the weekend it runs.
Our objective was to raise the profile of Lustre both in the local, regional and national press. It is a large event showcasing high-end homeware items and gifts but its location outside London seemed to hamper the event receiving the profile it deserved. We launched a media relations campaign, alongside a robust social media strategy, to generate coverage about this popular event in top-end interiors magazines. In addition, we created a series of press visits for national journalists who came to Nottingham to experience Lustre.
We also wrote and compiled a Lustre magazine sold at the event.
We helped to put Lustre on the map – and really widen the audience with up to 40% ‘new’ visitors year-on-year. We profiled key makers in attendance, promoting British designers and makers and celebrating unique handmade homeware.