Background

Access PR was appointed to launch the new home improvement joint venture between Woolworths and US company Lowe’s – Masters.

Working closely with the corporate comms team at Woolworths, Access PR launched the Masters name in May 2011 and since then, work has concentrated on store openings and generating lifestyle consumer and general news coverage of Masters and its range of products.

We conducted not only a publicity campaign but ‘lunch and learns’ at major publishers and successful exclusive media days at stores. We also worked on the launch of masters’ social media strategy.

Results

Media coverage has been exceptional both in quantity and quality.

Each store has exceeded its first week’s revenue targets and more than 90% of coverage has been positive.