Expert positioning for Europe's leading orthodontic chain

The Brief

We were tasked with supporting the launch of Europe’s leading orthodontic chain, Impress, into the UK, via national and regional media relations. The main aim was to build brand awareness for Impress as they announced clinic openings in numerous cities and position the company as experts in the dentistry sector.


Our Response

Our PR activity is threefold: positioning Impress as dental experts among national press, sourcing business profiling opportunities in business and trade media, and announcing the launch of clinics to the regional press.


By creating a content calendar, we produce proactive and reactive commentary which positions Impress as the leading orthodontists' chain in the UK.This included advice to consumers on how to look after their teeth, and securing coverage in top tier national titles, linking back to the Impress website.


We also supported the clinic openings by announcing them through a series of business and local media relations, in London, Manchester, Leeds,Liverpool, and Birmingham, to name a few. Each clinic opening secured top tier regional coverage.


To profile the business among trade media, we liaised with the Impress team to secure interviews with the CEO, Co-Founder, and CountryManager. This positioned the team as industry experts and secured coverage in top business and dentistry titles.


The Results

·     47 pieces of targeted media coverage in the first quarter

·     Consumer coverage highlights include Closer, Daily Express, DailyMail, Daily Star, Metro, MSN, and Woman & Home

·     Business coverage highlights include British Dental Journal,Business Cloud, Business Focus, Business Leader, City AM, The Dentist, and Dentistry


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