Campaigns: Consumer - Hamleys draws the crowds in Glasgow

Campaign: Launch of Hamleys flagship store in Glasgow
Client: Hamleys
PR team: The BIG Partnership
Timescale: November-December 2009
Budget: £6,000

Toy shop Hamleys asked The BIG Partnership to launch its Glasgow store, its first flagship outside of London.

Objectives

- To create excitement around the opening

- To drive footfall to the new store.

Strategy and plan

The BIG Partnership was appointed just three weeks before the opening. Promotions and competitions were placed in newspapers, including a five-day countdown in the Daily Record. Media packs were issued to key contacts and one-to-one briefings were held. A VIP launch party was held on the evening of the store opening. Media requests were managed and a live link-up was set up with BBC Scotland.

Measurement and evaluation

More than 50 articles appeared in publications and 34 stories appeared on news and lifestyle websites. The campaign secured nine pieces on TV and radio.

Results

The opening day on 26 November attracted a queue of more than 300 shoppers. Footfall from opening day to the end of December exceeded 2.7 million. As a group, Hamleys reported a record Christmas with like-for-like sales increasing by 11.6 per cent in the period to 2 January.

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