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, ouspanoors and more.

Results

Media coverage (highlights):

Los Angeles Daily News
KTTV-TV’s “Good Day, L.A.” (Fox)
Women’s Wear Daily
Brandweek
Ouspanoor 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.