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Home Leisure Direct is the UK’s leading supplier of games room equipment. The firm supplies a wide range of leisure products, including luxury pool tables, jukeboxes, arcade machines, table tennis and table football.
It has the largest games room showroom in Europe, which is based in the village of Elberton, just north of Bristol. The rural location sees the business suffer from a poor broadband connection. Given its ecommerce focus, this is a major issue for HLD, and the firm tasked us with raising its broadband plight with press to put pressure on BT Openreach.
Despite being the current games room market leader, Home Leisure Direct is under increasing pressure from rival online retailers. Recognising the need to secure its premier position in the market, Home Leisure Direct turned to Pic PR for its PR expertise to help increase the reach of HLD.
Identifying the strength of Home Leisure Direct’s product line and the potential press opportunities to be found within its customer base, Pic PR proposed staging a competition called Games Room of the Year. This would help to take advantage of HLD’s extensive database, whilst also promoting its product range.
Pic PR determined the format that would help to generate the most coverage. Initially, there would be a call for regional entrants, representing their respective part of the country, which would help to drum up coverage and support on a regional level.
From here, we would select a regional finalist who would then get the opportunity to win the overall title, which would be determined via public vote. This would allow for national coverage as well as still continuing to encourage regional press to help support their local entrant.
- Home Leisure Direct received extensive national and regional coverage of the competition, with the Mail Online, The Telegraph, the Mirror Online, The Metro, The Sun, Yahoo News and the Daily Star all reporting on the finalists and the overall winner
- Regional coverage included the Yorkshire Evening Post, the Bristol Post, the Daily Record, the Scotsman, the Western Press and 35 other regional titles from across the UK, as well as a television feature on BBC South West, focusing on one of the finalists.
- Home Leisure Direct is in the process of trademarking the Games Room of the Year competition as it looks to make the event a recognised annual competition, on par with Shed of the Year
- In addition to the Games Room of the Year competition, Pic PR also secured an article on the Mail Online focusing on the firm’s broadband issues, which lead to several proposed solutions. Plus another piece of coverage in the Mail Online within its Christmas Gift Guide, as well as a feature focusing on Andy Beresford, the MD of Home Leisure Direct, and his business success on The Sun online.