Firework Factory is celebrating record sales, after a PR campaign by Tinderbox Media secured extensive online and offline coverage of the company’s product range.
This was a challenging online and offline PR project: it was low budget and undertaken at short notice in the period leading up to 5 November 2008. The campaign aimed to drive traffic to the Firework Factory website and increase footfall within the company’s shops, by securing publicity and increasing brand awareness within an extremely limited timeframe.
Firework Factory was founded in 1995, with a remit to breathe fresh ideas and a professional approach into UK firework retail. Today it is the fastest-growing company in its market. Firework Factory designs, manufactures and imports its pyrotechnic creations. It has four retail outlets across the north of England, a telephone orderline and an e-commerce website. Its giant barrages, rockets, "cakes" and "mines" are carefully engineered to scrape within the legal restrictions that limit the size and power of fireworks sold to members of the public in Britain.
Within days, Tinderbox Media had secured coverage of the company’s expertise and products in 14 newspapers and on a number of local radio stations. Online PR activity focused upon video news features, which displayed the giant fireworks to full effect. Online video news items, featuring Firework Factory’s chief pyrotechnician, were featured on popular sites including MSN News, AOL News and mirror.co.uk.
Chris Tinning, the operations director at Firework Factory, said: “We decided to give PR a go, after spending thousands on advertising to little discernible effect. Tinderbox Media inspired confidence and their enthusiasm soon won us round. Several national press editorials, radio interviews and online video features later, we are riding on the success of our strongest sales season ever!”
