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LOOKING GOOD FOR THE FUTURE
Expansion announced by chain which owns Optical Express
Ross Wilson Public Relations masterminded the media announcement of the purchase of Newcastle-based Health Clinic plc.
It was bought by Cumbernauld-based DCM Optical - owners of the highly successful Optical Express chain.
Announced to the UK media on a Sunday, the weekend briefing for journalists maximised the impact of the publicity.
Newcastle-based Health Clinic plc had been in administration prior to the purchase and is a renowned brand south of the border. It trades as Eye Clinic in Scotland and has two stores in Edinburgh and Glasgow.
The purchase reflected DCM Optical's fast-moving and confident growth strategy in the highly-competitive optical industry - a key point required to be conveyed to the media in the news release.
Ross Wilson said: "The Sunday announcement on this important acquisition was timed to maximise its coverage in the print and broadcast media the following day.
"We often advise clients to do this to obtain greater space in the business pages than may be achieved by a weekday announcement. This was more than achieved on this occasion."
The story appeared in various titles including the Daily Telegraph, The Herald, The Scotsman, Business am, Evening Times, ITV Teletext and in the Tyneside media covering Newcastle and Gateshead.
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