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Ever dreamt of getting your products on prime time national TV? Well
three of Omnia’s clients did and between them got around £1
million-worth of exposure – without spending a penny on advertising!
The golden opportunity came up when Omnia, through its established contacts in
the home interest media, became involved in the hit ITV1 series called
Building the Dream.
Presented by the well known designer and TV
personality Linda Barker, the show was aired daily on ITV1 and watched
by some 11m people, eager to see which of the 12 lucky participating
couples would win the £500k dream house. And the catch? They had to
build the house themselves – transforming an empty plot of land into a
des res in just three months – and survive the weekly group vote off!
The Omnia team assessed the branding and publicity opportunities and
negotiated “starring roles” for three clients. First was timber
specialist Palgrave Brown, seen arriving on site in a branded lorry with
its consignment of roof trusses.
Next was Dimplex, when four
contestants and the film crew visited the company’s showroom to choose
their heating products. As the contestants were filmed, the house,
design plans and almost anything that moved was branded, making the most
of every opportunity to get the name on screen!
So much attention was
focused on building the house that the garden was a last minute rush,
but Omnia had already suggested that one of the high quality garden
buildings from Dandf would be perfect. The order was delivered just in
time to allow Dandf’s expert fitters to be broadcast putting up the
building in double quick time.
Careful involvement created other
opportunities for publicity. These included features in trade and
regional press, newsletter stories, stories for clients’ own web sites
and even special compilation film edits of the programme as a mini
promotion for sending and showing to customers.
Rather like the dream
house itself – no stone was left unturned…
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