The Hearst Showroom has been developed by the PR & Communications team following feedback from brands and PR agencies who struggle to find a dedicated space in central London which provides crucial access to key journalists, says Hearst.
This new initiative allows brands to hire a principal space within Hearst where they can invite numerous editorial staff across multiple magazines in one session and talk them through products and services. The space in House of Hearst, Leicester Square, is located in the building’s third floor reception. Companies are welcome to transform and design the space to suit their own purposes, says Hearst.
According to the company, the launch of Hearst Showroom is in-line with the recently launched Hearst Solutions, the new name for Hearst’s broad spectrum of commercially connected services which offer a tailored approach to better service client needs. Whilst in the Showroom, brands get the chance to explore other services available within Hearst’s diversified services portfolio, including accreditation from Hearst’s most trusted brands, product placement in beauty boxes as well as branded content and partnership opportunities at live experiences such as ELLE Weekender, Esquire Townhouse and Women’s Health Live.
Since its soft launch, brands including: Coach, Hugo Boss, Lacoste and Tommy Hilfiger watches, Burt’s Bees, Molton Brown, Diptyque, This Works, Nuxe, OUAI, BaByliss and Evolve Organic Beauty have utilised the Showroom in a number of different ways including unveiling new product launches and highlighting existing ranges, through to personalised make-up tutorials and skincare masterclasses.
Effie Kanyua, Director of PR & Communications, Hearst UK: “Our insight, having worked agency-side ourselves, is that it has become increasingly difficult and costly for brands and agencies to facilitate hosting and meeting key journalists in central London. With Hearst Showroom, we’ve created a premium, but cost-effective space that no other media company in central London can offer. This enables brands and agencies to showcase their products and services to multiple editorial teams and influencers and also build and strengthen their relationships with them through face-to-face interaction.”