Manchester PR and social agency Democracy has been appointed by paint brand Benjamin Moore to support its first ever UK tour.
The fast-growing paint company is aiming to inspire the nation’s professional painters and decorators with a six-week, 24-date UK roadshow – Benjamin Moore On Tour – to showcase its wide range of quality paints.
Professional decorators will get the chance to get up close and personal with the full array of Benjamin Moore products, apply them to interior and exterior walls, take part in fun challenges, talk to the company’s experts and enjoy some food and drink at the same time.
Democracy has many years of experience in the homes and interiors sector and has been engaged to provide full support with trade and social media comms before, during and after the tour, which will run through May and June.
This includes launching The Fine Line Challenge, to test the skills of the nation’s decorators as the tour moves across the country, where it will visit Brewers Decorator Centres and various independent decorator centres.
Helen Shaw, director of marketing for Benjamin Moore UK, said: “This is a significant investment in the UK market for Benjamin Moore and we want as many professionals as possible to get a feel for our paint. This will be very much a hands on experience for the nation’s best tradespeople as we want them to dip their brushes and see the difference.
“The Democracy team impressed me from the start with their knowledge of the sector and how to reach and engage with professionals in particular. They will ensure our activities are amplified far beyond the numbers who actually attend each date of the roadshow.”
Jen O’ Grady, founder of Democracy, added: “This is a group of professionals we know and we are well versed in engaging them using PR and social.
“Decorators are among the hardest working and most dedicated tradespeople in the country. We’re making sure that attending the Benjamin Moore On Tour roadshow will be a rewarding and fun day. This tour is perfect to supercharge the brand awareness and consideration for Benjamin Moore as THE quality paint solution for the trade.”
