Background and Brief
US-based luxury brand Balsam Hill launched in the UK in 2013, bringing its true-to-life, uber-luxurious, artisan Christmas trees to British homes. VIP fans of the high-end, sophisticated artificial Christmas tree company include global TV stars Oprah Winfrey and Ellen DeGeneres, and trees retail at up to $20,000 each. Founder Thomas Harman was inspired to start Balsam Hill after a family member was allergic to live trees. When he struggled to find a true-to-life, premium quality, artificial Christmas tree, he decided to create his own.
With strong competition from the likes of John Lewis and other retailers, I was appointed to launch Balsam Hill in the UK, raise the brand’s profile, generate credibility and drive sales in the run-up to Christmas. My aim was to achieve coverage on TV as well as in the country’s best-selling home interiors magazines. I was brought back in 2014 and again in 2015 to build on our PR efforts.