Written by Rob Smith
York-based footwear manufacturer Pavers Shoes has successfully launched the world’s first 24-hour TV shopping channel dedicated solely to shoes, thanks to a PR campaign we conducted.
PaversShoes.tv launched on April 6 on Sky channel 659 and is an absolute haven for shoe lovers, boasting over 1,000 different styles of footwear priced from just £9.99. To launch the channel we carried out a targeted media relations campaign, which resulted in coverage in the likes of The Sun, Best, The Independent, Drapers, Yorkshire Post, York Press, The Drum and Media UK.
The channel launch also received a high volume of online mentions on various blogs, forums and Twitter feeds. The PR campaign was a huge success and the channel’s performance is currently exceeding initial expectations and achieving high viewing figures and sales.