OUR WORK woolroom

Celebrating Wool Month With A Press Trip To Chatsworth House 

Woolroom, the UK’s leading wool bedding retailer.

We wanted to celebrate Wool Month in October 2023 by raising awareness about wool’s unique and natural benefits as a bedding fibre.


The aim of the event was to educate top tier journalists about the brand’s Deluxe Washable Collection and partnership with Chatsworth.


Consumer – Lifestyle



1.15 million

total reach

The Work

The team organised a luxurious overnight press trip for nine key national and consumer journalists. The trip involved a first-class train journey up to Chatsworth House, a private tour of the house itself, along with afternoon tea where journalists learned more about Woolroom’s story, its products and wool’s myriad of health and sustainability benefits. Media were also given an opportunity to ‘meet the sheep’ whose wool goes into the Deluxe Washable Bedding range, and hear from the Estate’s farmer, who talked to Woolroom’s traceable Wool ID scheme, and Chatsworth’s regenerative farming process.

Later, the journalists were treated to a bespoke dinner menu with ingredients sourced within five miles from the estate, followed by an overnight stay at the Cavendish Hotel, where media were able to sleep with the Deluxe Washable Collection bedding and experience the benefits of wool first hand.

Following the event, each journalist was gifted the collection to try at home. 

We have also seen coverage highlighting Woolroom’s products as a direct result of their attendance at the event, with more confirmed pieces to come over the next few months. The trip also served as a relationship builder for future earned opportunities, with attendees sharing a host of positive feedback  about the event and the brand as a whole.