JYSK powers on with UK expansion and opens Leeds store
The UK’s favourite Danish home retailer has continued to show its confidence in the UK market this summer with three store openings in three months. This September we packed a PR punch for the opening of its brand new Leeds store rounding off a successful season.
After a turbulent 18 months for retailers, we are delighted to have generated activated a hugely successful media campaign around the Leeds store launch and to continue propel JYSK further into the local limelight. DMC devised on a three-prong strategy engaging broadcast, print and online media.
To spread the JYSK message far and wide and target the local demographic of Leeds, DMC activated a partnership between JYSK and Capital Yorkshire radio with an online competition to win a £500 JYSK giftcard. The radio partnership was hugely successful with live presenter reads and radio trails reaching 500,000 local listeners.
In line with the Capital Yorkshire partnership and the targeted local approach, DMC outreached and secured a great bout of news coverage across print and online, including an excellent online exclusive ‘first look’ of the brand-new store with the leading local title Yorkshire Evening News which has more than 1 million monthly readers.
Further support from digital activation through a short and sharp influencer campaign with the likes of Lisa Dawson, Em Sheldon and Sandra Baker generated an excellent reach of 433,971.
The scandi-chic designs and affordable prices from JYSK continue to be a hit across the UK, with more new stores planned as we move towards 2022 – watch this space!