In 2015, Maggs Bros. Ltd., which holds a warrant from the Queen, left 50 Berkeley Square, its home of nearly 80 years, and opened its new bookshop in Bedford Square in May 2017.
One of the reasons behind Maggs Bros.’ success is that any marketing and PR activities have been invisible. It was essential, therefore, that all media engagement be handled with a feather light touch.
The move to Bedford Square offered the chance to introduce other aspects of the business, such as the enhancement of the firm’s online trading platform, its team of younger specialists, as well as its plans for an exhibition and talks programme. Premium coverage was secured in general and specialist titles highlighting these new ventures.
Running alongside this was an overarching narrative underscoring Maggs Bros. Ltd.’s strengths: its engaging and dedicated group of specialists, its probity, its management of estate sales, its catalogues, the extraordinary breadth and quality of its stock and experience in handling many historic sales.
Bedford Square received press coverage across all platforms— print, online and broadcast— both in the UK and internationally. It was vital, however, that this was not a one-off spike. To avoid this, the media campaign incorporated calendar planning for a year in advance to provide a constant flow of coverage through 2017-18.
‘Albany did a terrific job helping launch our new shop and have achieved some great press coverage for our exhibitions.’ Ed Maggs, Director, Maggs Bros. Ltd.
Coverage books and campaign material are available on request.