Selfridges unveiled tattoo and body piercing studio Metal Morphosis as a permanent concession in April.
Metal Morphosis hired Crocodile PR to run a campaign to build footfall to its new ground-floor studio.
To ensure that although the opening took place during Selfridges' temporary Body Craze season, itself part of a large-scale PR campaign, consumers were made aware that the Metal Morphosis shop was permanent. To increase consumer awareness of Metal Morphosis and drive business to the studio.
Strategy and Plan
The campaign was given a boost at the tail end of the Body Craze season when Selfridges CEO Peter Williams mentioned the new concession in an interview with the Financial Times, sparking a media scramble for the story.
A press release had been prepared to coincide with the interview and was distributed immediately, resulting in strong press interest in the first two weeks of the campaign.
A series of releases focused on growing celebrity interest in precious body jewellery. The fact that Brad Pitt and Adam Ant were among Metal Morphosis's clients was publicised to generate coverage.
Measurement and evaluation
Twenty-eight UK and international newspapers and magazines covered the story, including FHM, The Times, The Observer, Australia's Sydney Morning Herald and The Age Online.
The BBC's Real Story with Fiona Bruce, BBC Breakfast News and Ten O'Clock News were among the nine TV programmes to cover the story, as did Radio Five Live.
Prior to the campaign, Metal Morphosis could offer a tattoo appointment to customers on the same day. Since the campaign, demand has created a three-week waiting list.
Now features writer Terri White said: 'The PR for Metal Morphosis at Selfridges was fantastic. Our story needed the co-operation of members of the public for a day-in-the-life style piece. Sometimes these stories can fall by the wayside if the PR doesn't come together. But the team was excellent at explaining to customers what we wanted and smoothed the way for us.'