The FERMOB Bistro chair celebrated its 125th birthday in 2014 and Fermob wanted to create a striking branding event that would also develop the brand image.
The proposed PR plan
- The FERMOB Bistro chair is as old as the Eiffel Tower. The idea? Produce a second Eiffel Tower, a red one, not 324 meters high but made with 324 Bistro chairs!
- This plan went hand-in-hand with a press conference hosted by the company CEO and work conducted upstream to secure an exclusive with certain titles including the AFP in France (with worldwide resonance) and VANITY FAIR in Italy.
After one week…
150 press articles (FR) and event re-runs on more than 225 American channels
Top 10 media :
JT M6, JT France 3, Télématin France 2, Europe 1, AFP, Reuters, Le Parisien, Direct Matin, Metro, Le Figaro.