The most charming cat of IKEA

On the request of Swedish furniture network IKEA, PR-Premier has organized and conducted a semi-final of the contest “The most charming cat of IKEA” in Ekaterinburg. This event was timed to the opening of the first IKEA store in this city.

According to the old tradition, the cat has the right to open IKEA network stores. A special contest has been held in order to define the ‘pioneer’. The Commission consisting of felinologists (cat scientists) and representatives of the company selected the winner.

The competitive selection in Ekaterinburg was held on Saturday September 23. 20 cats entered the semi-final, and three ‘most charming and attractive’ ones became finalists of the contest. All three cats will meet at the opening ceremony of the IKEA store on October 3.

Technical and organizational support of the event, including ‘Hot Line’ was provided by PR-Premier Mix-Marketing Communications Group.

Client: IKEA