Altaterra chose to work with CIB to achieve market penetration for its Dakea roof window brand and in particular its Ultima window - a distribution brand that offers the installer the best quality product at that price point with an unrivalled 20-year guarantee.
The role of PR and social media was to educate the installer and merchant, with a focus on longer-form technical and advocacy pieces.
With essentially one ‘launch’ message, the challenge was to achieve more than just an initial ‘big bang’. The key to consistent coverage was a planned approach that mapped out how the narrative could be developed and adapted over time, so that the editors of the seven key publications were happy to keep featuring Dakea.
Utilising CIB’s excellent relationships and this planned approach, consistent coverage for Dakea and the Ultima window was achieved across the year with the key installer and merchant press.
Coinciding with the launch, Dakea organised a roadshow using its innovative, immersive Ultima experience truck. The truck visited more than 50 of Dakea’s UK merchant stockists, allowing both merchant staff and installers to experience the smarter choice of roof window in a luxury and intimate setting.
CIB invited key publications to attend a truck stop at Gibbs & Dandy in Luton with Professional Builder, Professional Builders Merchant, Builders’ Merchant News, Builders Merchant Journal and Roofing Cladding and Insulation all participating - the event was a great success with significant post-event coverage achieved.
“The launch of Ultima was essential to increase brand awareness of Dakea within the UK market and CIB’s PR campaign was instrumental in achieving the market penetration we sought. Since the launch of the campaign we continue to see growth every quarter - a testament to the on-going PR efforts of CIB in raising the profile of Dakea and supporting the launch of Ultima.“ - Ewa Lukasz-Zalecka, Trade Marketing Manager, Dakea.