How Classic Interiors secured 65 media articles through expert-led interiors PR
Building brand awareness, credibility and online authority by positioning Design Director Gareth Davies as a trusted interiors and kitchen-design expert.
At a glance
65
Published articles
Approximately 25 months
Of sustained PR activity
20+
Recognised media brands
DR 11
Current Ahrefs Domain Rating
Ongoing
Campaign continues
The client
Classic Interiors is a UK kitchen and interiors company specialising in the design and installation of high-quality kitchens and living spaces.
The company combines experienced designers, established showrooms and an emphasis on understanding how each client wants their home to look, feel and function.
Gareth Davies is the Design Director at Classic Interiors and oversees the work produced by its design team. He also continues to take on selected client projects and plays a central role in the design and development of the company’s showrooms.
Gareth has worked in kitchen design for more than 20 years after graduating in Business Management from Sheffield Hallam University.
His experience includes designing an award-winning, 3,500-square-foot showroom in Edgbaston, Birmingham, showcasing contemporary designs from Germany and the UK.
His areas of expertise include:
— Kitchen design
— Interior design
— Kitchen renovations
— Storage and space planning
— Utility-room design
— Kitchen appliances
— Cabinetry and worktops
— Open-plan living
— Home improvements
— Interior trends
— Showroom design
— Practical design for family homes
Gareth’s extensive design experience, commercial knowledge and understanding of how homeowners use their spaces made him particularly well suited to an expert-led PR campaign.
The objective
Classic Interiors joined Fair Public Relations on 19 June 2024.
The campaign was designed to increase awareness of the Classic Interiors brand and build greater credibility around the company’s design expertise.
The objectives included:
— Increasing recognition of Classic Interiors
— Positioning Gareth Davies as a trusted kitchen and interiors expert
— Building independent third-party credibility
— Introducing the company to larger consumer audiences
— Securing relevant editorial backlinks
— Strengthening the company’s online authority
— Connecting the Classic Interiors name with respected homes and interiors publications
— Creating reusable media coverage for the company’s wider marketing
Rather than relying on direct promotion of the company’s kitchens and services, the campaign focused on making Gareth’s knowledge useful to journalists and their readers.
The challenge
Kitchen and interior-design media is highly competitive.
Journalists have access to a large pool of designers, stylists, retailers and home-improvement brands, many of which are competing to comment on the same seasonal trends and consumer questions.
Classic Interiors had substantial experience and a credible spokesperson, but needed a larger body of independent media coverage connecting that expertise with the company.
The campaign therefore needed to:
— Distinguish Gareth from generic interiors commentators
— Translate more than 20 years of design experience into accessible consumer advice
— Create opportunities beyond overtly promotional kitchen stories
— Connect Gareth’s expertise naturally with Classic Interiors
— Respond to changing interiors trends and seasonal media demand
— Secure coverage across authoritative homes, lifestyle and consumer publications
— Maintain a regular pipeline rather than relying on one successful article
Our strategy
Positioning Gareth as an experienced design authority
Gareth already had the credentials required for a strong media campaign.
He had designed kitchens for more than two decades, overseen the work of a wider design team and played an important role in the creation of award-winning retail spaces.
We developed a media profile that clearly communicated:
— His 20-plus years of kitchen-design experience
— His position as Design Director at Classic Interiors
— His understanding of both practical and aesthetic design
— His experience working directly with homeowners
— His knowledge of premium British and German kitchen design
— His involvement in showroom design and development
— His availability for interviews and expert commentary
This gave journalists clear reasons to trust and use his advice.
Expanding beyond traditional kitchen stories
A kitchen company could easily become restricted to commenting only on cabinets, worktops and appliances.
Instead, the campaign positioned Gareth as a broader interiors expert who could provide useful advice across the home.
Media opportunities included:
— Kitchen planning
— Interior trends
— Utility and laundry rooms
— Open-plan layouts
— Storage solutions
— Soundproofing
— Lighting
— Home renovation
— Design mistakes
— Kitchen appliances
— Flooring
— Wall treatments
— Home fragrance
— Property presentation
— Allergy-conscious interior choices
This broader positioning substantially increased the range of journalists and publications that could use his expertise.
Turning professional experience into accessible advice
Gareth’s knowledge comes from designing real spaces for real clients.
Fair PR helped turn that experience into concise, practical commentary suitable for consumer media.
This included:
— Identifying subjects with strong media potential
— Developing timely headlines and story angles
— Asking focused questions
— Structuring Gareth’s knowledge into clear commentary
— Producing proactive press releases and pitches
— Responding to journalist requests
— Adapting material for different publications
— Managing journalist outreach and follow-up
— Tracking coverage as it appeared
Gareth remained the expert voice, while Fair PR handled the editorial development and campaign management required to take his knowledge to the media.
Connecting Gareth’s profile with Classic Interiors
The campaign was not designed to build Gareth’s personal visibility in isolation.
Where editorially appropriate, his expertise was consistently connected with his position at Classic Interiors.
This meant each article could potentially contribute to several objectives:
— Strengthening Gareth’s authority as a designer
— Increasing familiarity with the Classic Interiors name
— Demonstrating the experience behind the company’s services
— Creating independent third-party validation
— Securing relevant links to the Classic Interiors website
— Associating the company with kitchen and interior-design expertise
This allowed Gareth’s media profile to support the wider commercial brand.
The results
Over approximately 25 months, the campaign generated 65 published articles, with the campaign continuing.
Classic Interiors and Gareth Davies appeared across a wide range of recognised national, international, specialist and consumer publications.
These included:
— The Telegraph
— The Times
— Homes & Gardens
— Ideal Home
— Woman & Home
— Real Simple
— Country & Town House
— SheerLuxe
— Homebuilding & Renovating
— Your Home
— Yahoo!
— The English Home
— Kitchens Bedrooms & Bathrooms
— Build It
— House Beautiful
— Homes & Antiques
— Freelance Informer
The campaign created a sustained body of independent coverage rather than relying on one isolated feature or announcement.
You can view Gareth Davies’ published articles in our Media Coverage database, alongside hundreds of other articles secured for our clients across a wide range of industries, sectors and areas of expertise.
Coverage highlights
Gareth’s commentary has been used across a broad range of kitchen, home and interior-design subjects.
Published topics included:
— The best kitchen bins
— Kitchen design recommendations
— Small kitchen layout ideas
— Kitchen extension mistakes
— Utility-room design
— Adding a toilet to a utility room
— Open-plan design strategies
— Kitchen storage and organisation
— Soundproofing rooms
— Reducing seasonal allergens in the home
— Scent-scaping
— Mediterranean-style kitchens
— Kitchen flooring
— Kitchen islands
— Kitchen trends
— High-end utility rooms
— Pattern layering
— Kitchen renovation budgets
— Preventing creaking floorboards
— Kitchen appliances and technology
— Wall panelling
— Interior design for high-end homes
— Simple décor changes that may affect property appeal
The breadth of these subjects demonstrated that Gareth could contribute to both specialist kitchen features and wider consumer interiors journalism.
Coverage across major publications
The campaign secured coverage from some of the best-known titles in homes, interiors and consumer lifestyle media.
A recommendation feature for The Telegraph positioned Gareth as an expert source on choosing kitchen bins and practical long-term kitchen use.
His expertise was also featured by The Times, while Homes & Gardens used his commentary across topics including cabinetry, utility rooms, pot-rack storage and interior layouts.
Other high-authority placements included:
— Country & Town House on the interiors of Carrie Bradshaw’s apartment
— Woman & Home on scent-scaping
— Real Simple on home décor choices for seasonal allergies
— SheerLuxe on kitchen updates
— Ideal Home across kitchen design, home improvements and decorating ideas
— Homes & Antiques on simple changes that can affect a property’s appeal
This range helped connect Classic Interiors with both practical kitchen expertise and broader design authority.
Repeated use by homes and interiors journalists
Gareth was not used only once by individual publications.
His expertise appeared repeatedly across brands including Ideal Home, Homes & Gardens, Homebuilding & Renovating, Kitchens Bedrooms & Bathrooms and Your Home.
Repeated use can be particularly valuable because it may indicate that journalists see an expert as credible, responsive and useful enough to approach or feature again.
It also means that Classic Interiors benefits from a growing body of media coverage rather than one short-lived mention.
Building brand credibility
The campaign gave Classic Interiors independent evidence of the expertise behind its design services.
Rather than relying entirely on claims made on its own website, the company can now point to respected publications that have sought and published Gareth’s advice.
The coverage can be reused across:
— The Classic Interiors website
— Showroom displays
— Social media
— Email marketing
— Sales materials
— Customer proposals
— Staff biographies
— Media kits
— Partnership conversations
— Supplier relationships
— Future journalist pitches
This allows each article to continue providing credibility after its original publication date.
Building a stronger backlink profile
Classic Interiors currently has an Ahrefs Domain Rating of 11, with approximately 2,000 backlinks from 631 linking websites.
Its Domain Rating at the beginning of the campaign is not available, so it would not be appropriate to claim that PR increased the site from a known starting figure.
However, the current backlink profile shows that many of the company’s strongest editorial links were generated through the PR campaign.
These include links or brand references from sites such as:
— The Telegraph
— Homes & Gardens
— Ideal Home
— Country & Town House
— SheerLuxe
— Woman & Home
— Real Simple
— Homes & Antiques
Many of the most prominent links shown in Ahrefs feature Gareth Davies as Design Director at Classic Interiors.
The vast majority of the company’s strongest editorial media links appear to have been secured through the campaign.
Supporting SEO through editorial links
The campaign generated more than media visibility alone.
Many articles included links to the Classic Interiors website, helping build a wider network of relevant third-party references.
Editorial coverage can support a broader SEO strategy by:
— Expanding a website’s backlink profile
— Securing links from relevant homes and interiors publications
— Increasing the number of online references to the brand
— Reinforcing the association between Classic Interiors and kitchen design
— Supporting branded search visibility
— Creating articles that may continue to rank and circulate
— Diversifying the types of websites linking to the business
PR cannot guarantee rankings, traffic, enquiries or sales. However, relevant editorial links can become valuable long-term assets within a wider digital strategy.
Building a stronger GEO footprint
The campaign also increased the amount of independent online material connecting:
— Gareth Davies with kitchen and interior design
— Gareth with more than 20 years of professional experience
— Gareth with Classic Interiors
— Classic Interiors with kitchen design and renovation
— The brand with advice published by recognised homes and lifestyle publications
This may help search engines and AI systems better understand who Gareth is, what he is qualified to discuss and how he is connected with Classic Interiors.
No PR campaign can guarantee inclusion in AI-generated results. However, consistent independent media coverage provides a stronger body of external evidence than relying entirely on content published by the company itself.
Why the campaign worked
Genuine industry experience
Gareth had more than 20 years of practical kitchen-design experience.
His knowledge was grounded in real projects, client requirements, showroom development and oversight of a professional design team.
Useful rather than promotional ideas
The campaign did not rely on asking journalists to write directly about Classic Interiors or its services.
Instead, Gareth provided practical advice that helped readers make better decisions about their homes.
This created more natural opportunities to mention his role and connect his expertise with the company.
Broad but relevant positioning
Gareth was positioned as more than a kitchen spokesperson.
His knowledge was relevant to utility rooms, appliances, storage, layouts, decorating, home improvement and broader interiors trends.
This created a much larger pool of potential opportunities without moving beyond his genuine expertise.
Strong consumer appeal
Kitchens and interiors affect almost every homeowner, renter, renovator and property buyer.
The campaign translated professional design knowledge into subjects with broad consumer relevance.
Sustained media activity
The 65 articles were not generated by one press release.
They resulted from an ongoing pipeline of proactive stories, reactive opportunities, seasonal ideas, journalist outreach and repeated expert contributions.
What happened in approximately 25 months
| Campaign measure | Result |
|---|---|
| Campaign started | 19 June 2024 |
| Campaign period covered | Approximately 25 months |
| Published articles | 65 |
| Average articles per month | Approximately 2.6 |
| Recognised media brands | 20+ |
| Current Ahrefs Domain Rating | 11 |
| Linking websites | 631 |
| Campaign status | Ongoing |
The campaign continues
The campaign has already established Gareth as a regular source of kitchen and interiors commentary.
The next stage can continue building on that foundation through:
— New kitchen and interiors trend campaigns
— Seasonal renovation advice
— Larger national media opportunities
— More in-depth interviews and profiles
— Stronger connections between editorial advice and relevant Classic Interiors services
— Continued relationships with journalists who have previously used Gareth
— Further authoritative homes and interiors backlinks
— Additional coverage supporting the company’s showrooms and regional presence
The first 65 articles provide a strong foundation from which the campaign can continue to grow.
The outcome
Over approximately 25 months, Fair Public Relations helped turn Gareth Davies’ professional design experience into a sustained expert PR campaign that generated 65 published articles.
The campaign:
— Increased Gareth’s visibility as a kitchen and interiors expert
— Connected his expertise with the Classic Interiors brand
— Generated repeated coverage across recognised media
— Secured links from authoritative homes and lifestyle publications
— Helped create the majority of the strongest editorial links visible in the company’s backlink profile
— Built independent credibility and social proof
— Expanded the company’s online footprint
— Created a strong foundation for continued SEO and GEO activity
The results demonstrate how a knowledgeable company spokesperson can support brand awareness, professional credibility and digital authority through consistent expert-led PR.
About Gareth Davies
Gareth Davies is the Design Director at Classic Interiors and has worked in kitchen design for more than 20 years.
He oversees the company’s design team and continues to work on selected client projects. His experience also includes the design of an award-winning, 3,500-square-foot showroom in Edgbaston, Birmingham.
Gareth’s design philosophy is centred on simplicity and understanding what each client wants to achieve with their space.
He is available for relevant media commentary, interviews and appearances covering kitchen design, interiors, renovations, appliances, storage, utilities and home improvements.
Could expert-led PR support your business?
Fair Public Relations helps credible businesses and experienced professionals turn their knowledge into useful media stories.
Our team develops the angles, prepares the content, approaches journalists and manages the campaign, while you provide the expertise that makes the coverage possible.
