Silentnight, the UK’s largest manufacturer of branded beds, has appointed Smoking Gun PR following a competitive pitch. In addition to the ‘flagship’ Silentnight brand, the brief also encompasses the Rest Assured and Layezee brands .
The PR account was previously handled by BJL whose advertising business with Silentnight is unaffected by this appointment.
The Silentnight brand was ranked as one of the UK’s 100 leading brands in the latest annual Superbrands survey. The company claims to have the largest market share of the UK’s bed market.
The company, based in Barnoldswick, recorded sales of just £100m for the year to 31 January 2013.
Smoking Gun is being tasked with enhancing the brand’s reputation as ‘the nation’s sleep expert’ and communicating new product innovation.
Nick Booth, marketing director for Silentnight brands, commented: “We ran a competitive pitch process to find a new PR partner to help manage our reputation across all channels.
“The new team will work closely with our existing roster of agencies to provide a seamless communications programme which is now under way.”
Rick Guttridge of Smoking Gun PR, added: “The bed market has undergone massive changes in recent years with much consolidation in both manufacturing and retail. We’re proud to add another British heritage brand to our roster.”
Other Smoking Gun clients include MFI, Victoria Plumb, Gorilla Glue and Outdoor Chic.