Luxury PR for brands that sell on heritage, craft and taste
Prohibition is a luxury PR agency in Leeds working with luxury and premium brands across the UK. We place you in the titles and with the creators your buyers already trust, then measure what that does for branded search and sales. Our luxury clients have included Mappin & Webb, Goldsmiths and Watches of Switzerland.
The Christmas film we made for Goldsmiths drove more than £1 million in sales, a return of £7.94 for every pound spent.
Talk to us about your brand
How is luxury PR different from consumer PR?
Consumer PR often chases volume. Luxury PR chases the right ten placements and the right two creators, because one wrong partner can cheapen a brand that took decades to build. A creator whose audience lives on flash sales would undercut a 250-year-old jeweller in a single post, however big the following. So we judge every title and every creator on who reads or follows them, and what those people already buy.
How Mappin & Webb reached a younger luxury buyer
Mappin & Webb was launching its One Carat Diamond Collection before Christmas and wanted to reach younger buyers than its usual customer. We audited potential creators and chose Lydia Millen, whose audience follows her for considered, editorial style rather than hauls.
We built a Christmas campaign of film and photography with her, created content for her own channels and invited her as guest of honour at the launch in Mappin & Webb’s Regent Street store. The campaign passed 1 million video views and 1.8 million reach, branded search rose 32%, the social audience shifted younger, and the topline return was £6.57.
More luxury work, with the numbers
Watches of Switzerland. At Baselworld we filmed a live panel with British GQ, covered 22 press events and featured 68 watches. The brand published 363% more content than its competitors and passed 215,000 video views.
Carvela and Kurt Geiger. Carvela’s first store outside London earned more than 120 pieces of coverage, and the national roll-out went ahead afterwards.
What does a luxury PR agency do for you?
Six things, weighted to what your brand needs. Most clients start with the first two.
Editorial placement
Features, gift guides and interviews in luxury, lifestyle and trade titles, pitched to a short list of editors who cover your category.
Creator partnerships
Creators chosen for audience fit, from a single editorial partnership like Lydia Millen to a small group of specialists.
Launches and events
Store openings, previews and collection launches that give editors and creators a reason to come and a story to tell.
Film and photography
Campaign films and imagery from our in-house team, cut for YouTube, social and paid media, as we did for Goldsmiths.
Reputation protection
A plan for the difficult story before it lands, backed by our crisis management team.
Measurement
Coverage judged by title quality, and activity tied to branded search, site visits and tracked sales.
What happens in the first 90 days?
A typical start looks like this. Launch dates and seasons can move it forward.
Audit
We review your coverage, your competitors and who actually buys from you, so the title and creator list is built on evidence.
Story and assets
We shape the stories editors will want and prepare the press kit, lookbook and imagery to support them.
Short-list outreach
We approach a short list of editors and creators where the story fits, never a mass mail-out.
A launch moment
A preview, an event or a creator partnership gives the season a focal point.
Monthly reporting
Coverage, reach and branded search each month, with tracked sales where you sell online.
Review and refine
At 90 days we agree what worked, what to drop and where to push next.
How much does a luxury PR agency cost?
Luxury PR runs as a monthly retainer or as a project for a launch or a season. The fee depends on how many markets you sell in, how many titles and creators we approach, and whether we produce film and photography. Tell us your goals and timing, and we will come back with options at different levels.
Tell us what you are launching and when. We will send ideas and options.
Is Prohibition the right luxury PR agency for you?
A good fit
Luxury and premium brands in jewellery, watches, fashion, interiors, hospitality and fine food and drink. Teams who want fewer, better placements and creators who suit the brand, measured against search and sales.
Probably not the right fit
If you want the most coverage at any cost, or paid placements dressed up as editorial, we are the wrong agency. Very small budgets are usually better spent on a single launch moment than a retainer.
Why luxury brands choose Prohibition
Our PR, creator, video and social teams sit together in Leeds, so the film, the press story and the creator content come from one plan. That is how the Mappin & Webb campaign could launch with a film, a creator and a store event in the same week.
Prohibition has won more than 45 industry awards, is rated 4.9 out of 5 from 19 reviews on Clutch, and is part of the Worldcom PR Group for brands selling beyond the UK.
Luxury brands we have worked with
Luxury PR questions we get asked
Can you guarantee coverage in Vogue, Tatler or the Financial Times?
No, and be wary of any agency that does. Editors choose what they run. We pitch a short list of titles where your story genuinely fits, and we tell you honestly which ones are realistic.
Do you only work with London brands?
No. Prohibition is based in Leeds and works with luxury brands across the UK. For Mappin & Webb we launched the Lydia Millen campaign at its Regent Street store.
Do you use influencers on luxury campaigns?
Yes, when the audience fits. We choose creators by who follows them and what those followers already buy, which is why Mappin & Webb worked with Lydia Millen.
Can you produce the film and photography as well?
Yes. Our in-house video team made the Goldsmiths Christmas film, which passed 1.7 million YouTube views, and the Mappin & Webb campaign content.
Do you work with luxury hotels and travel brands?
Yes. Luxury hospitality and travel need the same care with titles and creators. See our luxury hotel PR and luxury travel PR pages.
Luxury Public Relations
- Public RelationsRead more
- Luxury PRRead more
- PR for the Luxury Travel IndustryRead more
- PR for the Luxury Lifestyle SectorRead more
- PR for the Luxury Hotel IndustryRead more
- PR for the Luxury BrandsRead more
Luxury Brand Social Media: What Wealthy Audiences Actually Engage With
Inside a Luxury Influencer Marketing Strategy: Mappin & Webb x Lydia Millen
Talk to us about luxury PR
Tell us about your brand, your buyers and what is coming up. We will reply with ideas and options. Prefer to talk? Call us on 0113 430 4160.
