Harry & David

Project Description

Challenge

To open the new flagship Harry & David store on San Francisco's Union Square and maximize traffic during the important holiday season. To support awareness nationally for the brand during the all-important holiday shopping season.

Strategy

  • Staged opening gala and coordinated proactive media relations campaign to create excitement and buzz within the community
  • Coordinated charitable tie-in with Project Open Hand, serving meals to those with life threatening illnesses
  • Targeted invites/features not just to retail reporters, but also to food, home, society and business reporters
  • Broadcast outreach tied to opening weekend
  • Collaboration with Mayor's office to proclaim opening "Harry & David Day."

Results

Significant media placements including: San Francisco Chronicle, KCBS Radio, San Francisco Examiner, ANG Newspapers and San Jose Mercury News. SF Mayor Brown attended opening and Project Open Hand began ongoing relationship with Harry & David that continues. Success of the opening spurred Harry and David to hire LCI for national work. National placements included: Wall Street Journal, Associated Press, USA Today and CNN.

Contact Landis Communications, Inc.

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