Client: Itsu
Service: B2C PR
itsu Brighton
"It’s great to see the PR machine working and that we’re now appearing in all the right publications. It’s the first time Social Media has generated enquiries that lead to sales for us. Aneela and her team are our strategic long term communications partner consistently delivering the results we need."
BRIEF
Manage the ten-week launch campaign for their new Brighton shop. Using both PR and social media to raise awareness and manage all media relations, advertising, social media and events associated with the launch to drive footfall to the new shop.
ACTIVITIES
- Identified key food journalists and worked with media to achieve quality coverage
- Ran media partnership with The Argus newspaper
- Ran a broadcast media campaign with Juice FM
- Ran a direct marketing campaign including promo staff at Brighton station and key locations around the City with flyers and food sampling
- Organised and fully managed VIP launch event
- Utilised itsu’s partnership with Volleyball England team and organised promo event on Brighton beach with public participation
- Managed social media campaign in run up to and during shop launch
RESULTS
- 154 VIPs attended the shop launch party (target 150)
- 18 Print editorials & reviews
- 1 Local radio piece
- 41 Online editorials & blogs
- 1 National TV piece
- 447 Mentions on Twitter
- 18,835 Impressions on Facebook
Overall Reach: 2 million (Print, Online, Radio, TV)
Social Media Impressions: 251,878 (Facebook, Twitter)
**The Brighton shop launch was itsu’s most successful opening with record sales and footfall. Brighton is itsu’s flagship shop outside of London**
Glenda Roberts, TR Global Sales Director