North Face

Project Description

Challenge
The goal of this public relations campaign was to maximize positive awareness of The North Face’s new store prototype in Beverly Hills, while not cannibalizing sales from retail partners – and to build the brand.

Strategy
Create a buzz around Beverly Hills store opening (first in Los Angeles County), complete with significant media interest, celebrity-attended launch party and product placement with relevant TV/film. Mine the media for “alternative” stories, including business, television, retail, ouspanoors and more.

Results
Media coverage (highlights):

  • Los Angeles Daily News
  • KTTV-TV’s “Good Day, L.A.” (Fox)
  • Women’s Wear Daily
  • Brandweek
  • Ouspanoor Retailer
  • Numerous L.A. radio
  • KTLA-TV, (WB)
  • Beverly Press
  • Beverly Hills Courier

Launch Party
Attended by more than 300 of L.A.’s “movers and shakers,” including numerous sports-oriented and entertainment celebrities.

Sales
Measurable spike in sales for opening week in Beverly Hills.

Project Details

Date:

Client:

Skills:

Category: