Crave Maternity appointed PHA Media as its retained agency in February 2006 to promote its high quality, contemporary maternity wear that allows women to feel stylish, elegant and comfortable throughout pregnancy.
After beginning with an emphasis on pregnancy work wear under the name Business Bump, PHA has assisted Crave Maternity through a complete rebranding strategy. As the brand has evolved to include a complete lifestyle collection of both smart and casual maternity wear, PHA has widened Crave Maternity’s target audience in the media.
In just one year PHA secured over £460,000 worth of editorial content for Crave Maternity. This includes coverage in national newspapers, consumer magazines and specialist publications, including the Daily Mail, Sunday Express, The Mirror, The Sun, Marie Claire, Hello!, Grazia, Closer, Pregnancy and Birth, Junior Pregnancy and Baby and Families magazine.
PHA have also established relationships between Crave Maternity and a range of high profile celebrities, arranging celebrity endorsement opportunities with Lisa B, Nancy Sorrell, Paula Radcliffe, Leila Rouass and Debra Stevenson.
In addition PHA has ensured product placement for Crave Maternity on TV, such as in Big Brother and Wags Boutique, and created promotional partnerships with the key pregnancy titles, as well as with yummy mummy author Sophie Kinsella.
Our event’s organisation for Crave Maternity has seen PHA stage a nude photography stunt involving six pregnant women and holding a media party to celebrate the opening of Crave Maternity’s flagship store.
By constantly formulating newsworthy angles and liaising with fashion editors and stylists, PHA has ensured the growth of Crave Maternity’s profile, making it now a known name in both the consumer and trade market. As a result, Crave Maternity’s sales have trebled.
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