Princess Xenia Gabriela Florence Sophie Iris of Saxony will feature in the press and radio campaign for Ikea’s Sultan beds range.
Ikea hopes to drive awareness of its free mattress guide, designed to find the mattress that best complements individual’s sleeping habits and help everyone “sleep like a princess”.
The retailer claims that it developed the guide to make mattress shopping easier as most people find it complicated and end up spending less time choosing a mattress than they do choosing lunch.
The campaign also includes a partnership with Absolute Radio’s breakfast show with Christian O’Connell that will see members of the team presenting the show from their beds at home and posting content via Facebook. The radio station will also give away £1,000 in Ikea vouchers to listeners.