Cane-line

Cane-line is a Danish furniture company, that in less than ten years has successfully implemented an ambitious growth strategy for the international market laid the foundation for a strong brand. Cane-line has been awarded the Gazelle prize for highest growth Danish businesses by the Danish financial daily Børsen six years in a row.

Cane-line decided early on to utilize marketing-PR as an important component of its unified communication strategy; first in Denmark and then later internationally.
-And CC Public Relations has been with them from the beginning. We are responsible for the PR-work in Denmark as well as the organization and preparation of the campaigns which our international partners then adapt and implement in there home markets.
Cane-line is a case and point for the positive effect of a well-developed long-term and systematic PR-campaign.

The Challenge
CC Public Relations has worked with Cane-line since 2001, when the challenge was to break into a market dominated by cheap plastic, as well as Skagen-inspired teak furniture. Thus it was necessary to start by building an awareness of Cane-line and the special Cane-line-fibers that Cane-line uses to the Outdoor-furniture. Whereas today the challenge is to present Cane-line as the trend-setting brand that it is. -A brand which utilizes important Scandinavian design traditions for exterior as well as interior decoration. Since 2001 many new players have entered the scene, and the PR-strategy must therefore build upon and strengthen Cane-line’s unique market position.

The PR concept
The concept was to develop a systematic platform, wherefrom Cane-line could roll out its marketing PR-strategy.
We thus decided to set the stage for the patio and garden, -as the place where family and friends meet and surrender to the dream of fellowship and togetherness. This scenario includes furniture, -furniture that is by design both comfortable and maintenance-free, so that you can just lean back and enjoy life.

Our access strategy
Consumers were reached from the get go, via PR, which simultaneously was used to create a cross-pressure on furniture dealers. The same push-pull strategy was later used again with the opening of new international markets.
Over a period of several years we continuously rolled out our PR-strategy via inspiring press materials and through the development of media contacts and ongoing media relationships.

Results
Cane-line is today a strong brand on the Danish market, well-known to consumers and the brand of choice when it comes to outdoor wicker furniture. There is a built-in awareness among consumers and in the media, which thinks of Cane-line as a strong and innovative brand. Journalists are consciously on the look-out for news from the company. Our press communications work continues today as an ongoing process and in the course of one year Cane-line will gain exposure in all media for lifestyle- and home décor with themes focusing on the out-of-doors. When all is said and done these many media references to the Cane-line brand will reach over 20 million potential readers.