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Client: Camira
Industry: Design & Living
Services: Launch Strategy to target German Interior Architects and Designers | Development of German Tone of Voice | Trend Report | Factory Tour | Media Roadshow


Welcome to Germany

British textiles manufacturer Camira designs and produces fabrics that meet the highest demands in terms of design and sustainability for usage in offices, hotels and institutions. Under the communicative guideline “Style with Substance”, Public Link supported Camira with an integrated B2B campaign that focused on the special tonality and vision of the company in order to elevate its profile in the area of interior design in the DACH region.

Strategy & Concept

Very British indeed

For years Camira has communicated in a playful, typically British way to the English-speaking market. However, the excellent brand character also set us with a challenge: to transport its unique tone of voice to German, so that a consistent and immediately recognisable tonality would result.


Topics made in Britain

In close cooperation with the client, Public Link developed a German tone of voice for the textiles manufacturer, forming the basis for all subsequent communications activities.

We first translated Camira’s annually published Trend Report 2017/2018 into German and with the assistance of Prof. Christiane Sauer, professor for material and design in spatial contexts at the Weißensee Academy of Art Berlin, established a German tone for the preface.

We used the Trend Report as hook for a factory tour with A&D (Architecture & Design) journalists at the Camira headquarters in Yorkshire as well as individual media meetings with leading A&D media as part of the roadshow in Germany.


“In terms of trends the company has its finger on the pulse of the times. In the annual trend reports the latest key trends are presented, around which the entire collection revolves (…) Camira thus stands for the material that the future is made from.”

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