A Truly Grand Opening: How a Thoughtful PR Campaign Helped a Legacy Brand Become Top-Performing in the Nation

When a fourth-generation, family-owned furniture and design business serving the Pacific Northwest region opened a new showroom in Bellevue, Washington, they knew they needed to build momentum to get people through the door.

The Challenge

The timing was tricky. A competitor’s Bassett location nearby was simultaneously closing — creating online confusion, poor customer perceptions, and rumors that Seldens’ existing Bassett location in Tacoma was shuttering, too. This posed a reputational risk and a missed opportunity if the brand’s expansion story wasn’t told clearly and confidently. Previously, the company had tried to handle PR on their own, but with no results. Seldens knew this story deserved professional support.

Although the brand had a strong legacy and loyal following in nearby areas, their expansion came at a moment that called for both clarity and credibility — especially with the impending grand opening providing only a short runway to build awareness.

Our Public Relations Strategy

We developed a multi-layered PR strategy designed to cut through the noise and establish this expansion as a moment worth paying attention to.

Here’s what that looked like:

• Press Release Creation & Distribution: Uncovering the most compelling story, we wrote a press release focused on the new Bassett showroom that also wove in the story of the Seldens’ family legacy and its leadership’s rich ties and commitment to the area. We then distributed this release via regional BusinessWire to provide the necessary reach and SEO value.
  

• Personalized Media Outreach: We sent approximately 120 custom, one-to-one pitches to editors, reporters, producers, and trade writers — spanning local print, business outlets, lifestyle publications, trade media, and podcasts.
  

• Message Consistency: Every pitch reinforced the same core themes: family-owned legacy, community investment, and a best-in-class shopping experience.

The Results

The PR campaign helped our client quickly build credibility with consumers and the media.

Coverage Overview:

• 12+ earned media placements across local and national outlets

• Potential audience of 81.9+ million unique monthly visitors on BusinessWire

• Coverage across multiple platforms: publication features, social posts, and newsletters

Notable Media Wins:

• National finance and lifestyle outlets

• Regional business journals and community blogs

• Longform feature of the company’s president in a major regional business outlet

Message Reach:

• 10+ outlets directly quoted PR materials or used brand-preferred language

• Consistent reinforcement of the client’s key messages: legacy, customer service, design expertise, and commitment to the region

Media hits from local outlets drummed up so much visibility that their newly opened furniture showroom was the number one store in the country the month after they opened. The client credited our PR efforts.

More widespread media hits came from reputable outlets with impressive readership — exceeding our goal of reaching one national furniture trade outlet. On BusinessWire, the release earned 2,008 views worldwide, 146 clicks, and 141 online postings with a potential audience of 81.9M unique monthly visitors.

Beyond the grand opening, our PR efforts prompted a profile in the local business journal on the company’s president. Increased awareness of the company and its impact in the local community supported its recognition a few months later as a Family Business of the Year honoree by that same business journal.

We didn't just craft a great narrative for them, cut through the noise, and make the confusion irrelevant — we did it in an entirely new region for us. We knew that, despite the geography, we could find the right story, make the right connections, and meet (if not exceed) their goals. 

And we were right: the client gained visibility and recognition through the solid, consistent brand messaging we developed. What had started as a simple announcement became a strategic visibility effort. Our work helped our client navigate market noise, establish a powerful narrative, and make a successful debut in Bellevue. The campaign demonstrated how a well-crafted press release — anchored in research and smart messaging — can shape perception and spark momentum, even in unfamiliar media terrain.

Planning your own launch or expansion?

Need help finding the right story or making the right connections? We work with legacy-minded businesses to strengthen their story and share it with the right audience at the right time. Book a consultation with us to get started on your own story! 

About The Author

Callie Ward is the Director of Digital Marketing for Kwedar & Co. After graduating from Tarleton State University with a degree in Communications and a minor in Technical Writing in 2019, she has dedicated her career to marketing, focusing on digital media and creative design. She has worked with clients across various industries, including retail, real estate, and service providers, gaining a wealth of experience. Callie excels at designing marketing strategies that help business owners and leaders stand out in a crowded marketplace.

To connect with Callie, please send her an email, or book a consultation.