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Sleepy’s engaged Ignite PR in 2013 to manage its corporate and consumer press office. The retailer was undertaking a significant re-brand and, as part of its revised strategy, senior management recognised the need to raise its profile among consumers and stakeholders if it was to get ahead of its competition.


Ignite PR devised and implemented a PR strategy focused on driving awareness of Sleepy’s and its product offering to consumers, and raising the corporate profile among stakeholders and franchisees.

As well as making noise around key product launches we developed topical, relevant features around healthy sleep and spinal health to underpin Sleepy’s credibility as mattress experts.

We also leveraged Sleepy’s CEO, Shane Flynn, as a retail authority through targeted opinion editorials and profile interviews, presenting the franchise as an industry leader for anyone considering a move into small business ownership.


In the year since we started working with Sleepy’s we have achieved 109 pieces of coverage across metro, national, regional and online media with a reach of more than 21 million. We facilitate a responsive press office in addition to our proactive outreach and are on the pulse of industry trends so we can offer reactive commentary as soon as it’s needed.

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