JYSK
Retail
Lars Larsen opened his first JYSK store in Denmark with a mission to be a great Scandinavian offer for everyone within sleeping and living. At JYSK, they are proud of their Scandinavian heritage, which is expressed in their cultures, values and leadership style. JYSK, which has more than 3000 stores worldwide, is among the largest retailers of duvets, pillows and mattresses in Europe. Currently, they have 3 stores across Dubai, with big expansion plans for the future.
Aurora has handled the regional PR from the brand since the start of 2019, working with them or strategic partnerships & events, influencer seeding and building their presence within the target GCC media market.
An Overview of Activities Undertaken
Ongoing PR support to promote JYSK’s Scandinavian living products across the GCC
Influencer gifting to select, to lifestyle and home interior enthusiasts
Media Outreach - including media invites / follow ups, interview set-ups with English and Arabic lifestyle and trade media
Organising all events for the brand including invitation of Tier 1 lifestyle, home interior and trade media
Content development from press releases, opinion pieces, to email Q&As
Third party liaison with event organisers from identifying relevant opportunities to full-fledged execution.
Instrumental in new store openings by looking after the media and influencer management
Successes:
Extensive knowledge of lifestyle, interior design media and influencers, as well as trade, retail and business media