Alitex.

Bespoke, premium glasshouse brand Alitex came to us at the end of 2023 searching for a fresh approach to its PR activity and help generating more high-quality customer leads.

Fortunately, as a specialist home and garden PR agency we know a thing or two about getting gardening brands chosen more often, so Alitex came to the right place!

Our goal was to cement Alitex’s position as a leading name among luxury garden products, emphasising the craftsmanship, innovation, and company ethos that makes the company and its glasshouses so special, through a strategic media relations campaign.

Objectives:

• Refocus its PR approach to generate high-value coverage in top target consumer titles
• Raise brand awareness to increase the quantity of high-quality customer leads
• Cement Alitex’s position as the leading choice in the market through expert advice and compelling content
• Communicate company values and ethos, demonstrating shared beliefs with its target audience

Our Approach
At Honest Communications, we know that a robust media relations strategy is key to this kind of campaign.

First, we needed to segment our extensive media list into a four-tiered target audience – platinum, gold, silver and bronze titles – to ensure our outreach was laser-focused and always reaching the high-net-worth homeowners and gardeners who might be interested in an Alitex glasshouse.

We then crafted compelling content that communicated the USPs of its products, utilising the clients’ existing beautiful imagery to illustrate articles and bring prospective customers’ visions to life.

To position Alitex as a leading authority in the sector, we penned and pitched a series of expert advice pieces covering everything from seasonal growing guides to top greenhouse topics, such as how to clean a greenhouse and how to plan your dream design.

As well as creating a constant stream of content for journalists and editors, we also wanted to get key contacts to the Alitex site to see the glasshouses for themselves, explore the factory, and get to know company owners, Tom and Nelly. With an infectious passion for everything that grows, we knew this would be key to securing that gold coverage!

Finally, we also capitalised on industry events such as the RHS Chelsea Flower Show, partnerships with prestigious brands like The PIG, and company initiatives such as the team Le Loop cycle challenge, to create newsworthy moments in trade and regional press.

In just 12 months, we achieved some outstanding results for Alitex (if we do say so ourselves!), with an impressive 108 pieces of coverage, reaching a cumulative audience of 22.3 million.

Of those, 53% of coverage was in top target titles, including the likes of House and Garden, The English Garden, Gardens Illustrated, Country Living, The Financial Times, House Beautiful, Grand Designs, and many more.

Following a journalist tour of Alitex HQ, we even secured a full page editorial spread on the company in The Sunday Times, with a lead image of company owners Tom and Nelly in front of their own Alitex greenhouse. All in a day’s work!

Our results spanned beyond print and digital PR – we also coordinated radio and podcast interviews, and horticultural hero Alan Titchmarsh raved about Alitex products on ITV’s Love Your Weekend.

Through this consistent, high-quality coverage, we have strengthened Alitex’s brand equity and connected it with affluent audiences who may soon be proud owners of an Alitex glasshouse!