Background:

Arckit is an award-winning Irish company that produces architectural model kits. The business approached us specifically for a Christmas campaign, as they wanted to get their innovative product range in front of influential journalists and media titles in time to be considered for inclusion in all the festive gift guides.

With the run-up to Christmas being the most important sales window of the year for many brands, Arckit needed to boost brand awareness, drive seasonal sales, and position their kits as a go-to gift for both children and adults interested in STEM. They were particularly keen to secure national media coverage, as well as placements in key lifestyle and trade publications.

To achieve this, we developed a super focused product PR strategy that was built around media sampling and tailored journalist outreach - ensuring Arckit’s kits were in the right hands at the right time.

Strategy:

Our approach combined highly targeted outreach with agile newsjacking and reactive PR to ensure Arckit earned maximum visibility in the competitive Christmas gifting space.

We began by building bespoke media lists featuring journalists known to compile Christmas gift guides across national, lifestyle, tech, parenting, and trade press. These lists were carefully curated to reflect Arckit’s broad appeal - from design-savvy adults to STEM-focused children’s gifts.

Alongside this proactive outreach, we monitored journalist requests in real time and responded swiftly to calls for Christmas gift suggestions, ensuring Arckit stayed front-of-mind as a festive must-have. Each media pitch was tailored to match the outlet’s style and audience, positioning Arckit as the ideal Christmas gift for budding architects and creative kids. 

We researched and placed festive competitions in key press to increase brand visibility and engagement, and we also collaborated with digital creators and bloggers, securing product reviews and features on highly relevant online platforms to reach engaged niche audiences.

To  strengthen the story even further, we ran a regional PR campaign that celebrated Arckit’s Irish roots, pitching to outlets across Ireland and highlighting the brand as a proud homegrown success story.

Results:

The campaign delivered immediate success - with such strong results in the first year, Arckit returned to work with us for two more consecutive Christmas periods.

In year one, we secured 21 items of media coverage in Christmas gift guides, festive features and seasonal round-ups across national, lifestyle and trade press. Highlights included The Telegraph, The Guardian, The Irish Times, Stylist, Toy News and Retail Times, alongside a national TV feature on Channel 5’s The Wright Stuff.

Off the back of that success, Arckit commissioned a second campaign the following year. This time, we delivered 34 placements - including another festive TV feature, this time on Ireland’s The Late Show. Coverage highlights included Toy Universe, Woman, Irish Examiner and Daily Record.

For the third consecutive year, we shifted focus slightly towards digital creators, securing product placements on six relevant and high-authority blogs - as well as a festive product feature on ITV’s This Morning.

Three years of standout results firmly positioned Arckit as a must-have Christmas gift, cementing its place in seasonal press while supporting brand growth across both the UK and Irish markets.

Want results like these?

Email us with the goals you have in mind - we’d love to work with you! hello@motivepr.co.uk