Koninklijke Auping - Press Trip




In the Netherlands and Belgium, almost every child knows Auping. The beds and mattresses of this traditional Dutch company can be found in every 3rd residential street in the Netherlands. In order to further establish the brand in Germany, VUCX organized a trip for journalists to Deventer on behalf of Auping, where their products are manufactured since 1888.

In 2014, one of the most modern production facilities in Europe was opened with the new plant. The press trip led there for a selection of national journalists from leading residential and architectural magazines from the B2B and B2C sectors.

At first, the historical background of Auping was explained to the journalists on a short city tour. The original workshops and numerous monuments and accessories on buildings in the form of, for example, lattice gates made of old mesh bashes dominate the cityscape and are still reminiscent of the company's founder Johannes Auping.

Afterwards, there was a factory tour, during which the participants were able to gain a deep insight into production and the company's philosophy.

Tasks of VUCX were among others:

  • Selection of topics and programmes together with Auping
  • Selection of journalists for the invitation mailing list 
  • Invitation management
  • Hotel and restaurant selection
  • Travel organisation
  • Preparation of press kits for the trip for journalists
  • Accompaniment
  • Postprocessing
  • Documentation of results