Challenge
The goal of this public relations campaign was to maximize positive awareness of The North Face’s new store prototype in Beverly Hills, while not cannibalizing sales from retail partners – and to build the brand.

Strategy
Create a buzz around Beverly Hills store opening (first in Los Angeles County), complete with significant media interest, celebrity-attended launch party and product placement with relevant TV/film. Mine the media for “alternative” stories, including business, television, retail, outdoors and more.

Results

• Media coverage (highlights)
• Los Angeles Daily News
• KTTV-TV’s “Good Day, L.A.” (Fox)
• Women’s Wear Daily
• Brandweek
• Outdoor Retailer
• Numerous L.A. radio
• KTLA-TV, (WB)
• Beverly Press
• Beverly Hills Courier

Launch Party
Attended by more than 300 of L.A.’s “movers and shakers,” including numerous sports-oriented and entertainment celebrities

Sales
Measurable spike in sales for opening week in Beverly Hills

Testimonial
"Landis Communications Inc. provided The North Face with strategic, yet cost-effective counsel and a results-driven campaign that helped us reach our business goals while maximizing positive awareness of our brand. Working with them is a pleasure."
--Mike Egeck, president, The North Face