Challenge Strategy Results Launch Party Sales
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.
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.
Media coverage (highlights):
Attended by more than 300 of L.A.’s “movers and shakers,” including numerous sports-oriented and entertainment celebrities.
Measurable spike in sales for opening week in Beverly Hills.