London department store Selfridges has hired Manchester-based
consultancy Mason Williams to support the launch of its new Manchester
store in the autumn of 1998.
This is the first time Selfridges has used an external PR agency, as it
has always handled public relations in-house from its head office in
Oxford Street .
Mason Williams has been retained for 18 months with a brief to cover
consumer, business-to-business and trade throughout the pre-launch, the
September 1998 launch and the post-launch stages.
Selfridges’ marketing manager Manchester, Nicola Lloyd, said that the
aim of the three-stage PR launch was ’to create the biggest shopping
queue in the history of Manchester’.