High Street giant Primark fashioned a PR hit for flagship Scottish store
Public relations ensured a successful launch of fashion giant’s flagship new store on Scotland’s best known shopping street.
HIGH street fashion giant Primark called in Scotland’s best public relations agency to handle the launch of its flagship Scottish store.
We provided PR support for the long-awaited launch of Primark’s huge new store on Princes Street, Edinburgh, the country’s most famous shopping street.
All PR targets for the three-month campaign were exceeded:
* Tripling the number of media hits in influential titles and publications
* Creating more than 33 million opportunities to see reports on the store opening
* Achieving positive mentions of Primark’s key messages in 73% of all coverage.
The PR campaign was so vital because construction of the new store raised dissenting voices over its location in a World Heritage Site. Other potential pitfalls included the effects of a crippling recession on the retail sector.
The challenge was to create positive stories, highlighting the benefits for the local and national economy and making it the most talked about retail opening in Scotland in 2011.
Our carefully planned campaign approach resulted in extensive coverage, focusing on both the fashion element and the financial impact of the opening.
We led organisation of a glitzy launch event, with 80% of invitees attending, including key members of the Scottish media and influential travel and tourism figures.
We also secured the Lord Provost to officially open the store, attracting thousands of shoppers, who formed a queue which took 15 minutes to clear after doors opened. The Edinburgh store opening remains one of Primark’s most successful launches to date.
Want to find out more details about the hugely successful PR campaign to launch Primark’s store in Princes Street, Edinburgh? Simply click this link to download the two-page PDF with fuller details of the campaign and the successes it yielded.
Holyrood PR was commissioned to handle the flagship store launch after demonstrating superb results during the original planning application.
We worked with Primark to ensure extensive public consultation was carried out, demonstrating the huge public appetite for a new store in the historic heart of the Scottish capital.
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