The UK’s favourite retailer appointed Freshwater to develop high-impact store opening programmes for their full line department stores in Cambridge, Liverpool, Leicester and Cardiff. Following the success of these events, we went onto manage the launch of John Lewis’ new ‘at home’ store concept, initially in Poole, and followed by branch openings in Croydon, Swindon and Tunbridge Wells. Freshwater also managed events in stores for the launch of Spring/Summer Home Collections and PR to support their advertising campaigns.
For each event, we achieved superb pre-launch, launch and post-launch coverage in the target local and regional consumer print, broadcast and online media. This included MP visits, quirky photo calls and charitable partnerships. We also developed partnerships with charities that benefited the communities in which the stores trade.
Levels of brand penetration, customer anticipation, awareness of branch openings and driving on-going footfall was high – demonstrated by the hundreds of customers who queued outside in all weathers for each store opening!