Background

SigmaKalon is a world leader in paint coatings, with annual sales of £1.2 billion. Employing some 2,000 people in the UK and 10,000 worldwide across 40 countries, the company’s UK headquarters are in West Yorkshire.

Johnstone’s paint is part of SigmaKalon and has made paint since 1890. With 170 decorator centres throughout the UK, 2006 saw the company raise its game further by spending millions of pounds on developing and relaunching the Johnstone’s brand. Investment include £2 million on making its tinting service the best in Europe, improving formulations of 74 products across its range and the introduction of new products into its Performance Coating range including anti-graffiti paints and anti-bacterial hygiene coatings.

Objective

In 2006 Connect PR played an instrumental part in bringing an exciting new sponsorship into SigmaKalon, when Johnstone’s signed a multi-million pound deal with The Football League to become the new sponsor of The Football League Trophy. Connect PR has a five year history of working alongside The Football League, having previously managed PR for the LDV Vans Trophy. The new Johnstone’s Paint Trophy runs over three years and represents the biggest financial investment by a sponsor in the 23-year history of the cup competition.

The objective for Connect was to capitalise on this new sponsorship to gain further awareness for Johnstone’s while at the same time managing the firm’s product PR in key trade and regional press.

Achievements

The Johnstone's Paint Trophy final in 2006 was one of the most successful in terms of attendance and press coverage in the competition's history. The trophy has helped to lift Johnstone's brand awareness in all regions and our goal for 2007 is to capitalise on this further.