Being asked to get involved in something that you can get passionate about on top of just ‘getting the job done’ is always a real joy, so when Albie & Lonnie’s – a local business based in my home town of Rugby, Warwickshire – asked me to help with some PR I jumped at the chance.
Albie & Lonnie’s have been around for a few years. They provide formal wear and menswear to gents from across the country and pride themselves on being about more than just selling suits, but giving people a great experience. Since it started the business has undergone plenty of changes and founder Dave approached me to help get the word out about more they had planned.
As well as promoting their supply of formalwear to grooms and their groomsmen, the plan was to open a new store in a bigger premises in Rugby that would make a real impact, offering an experience unlike anything else around. They also planned to re-introduce menswear and to promote partnerships with Coventry Rugby and Coventry City Football Clubs.
I worked alongside two other local businesses, the wonderful Oxygen Graphics and Marbl Media, and together we came up with a strategy to promote the development of the business and create a real buzz around the opening of the brand new store. I secured a mixture of editorial and advertorial in several lifestyle publications targeting different geographical areas, as well as locally, while Oxygen and Amy from Marbl produced wonderful assets and materials as well as engaging social media content to promote the launch.
For the launch event itself in September, we planned a VIP evening followed by a grand opening day. For the VIP event, the team secured several high-profile guests including Rugby’s mayor, former Olympian Neil Adams, members of Coventry City and Coventry Rugby, local business owners from the town and members of the media. The opening was a huge success and was featured on BBC Coventry & Warwickshire as well as in Cornfield Magazine and Rugby’s local newspapers.
Despite being freelance and a one-woman band, it’s always a thrill to work as part of a team of fellow professionals and to see a project through from start to finish. As Albie & Lonnie’s always say, this is just the start of the journey but it’s good to be on board.