Itsu

ClientItsu

Service: B2C PR

BRIEF

Manage the ten-week launch campaign for their new Brighton shop.

Raise awareness and manage all media relations, advertising, social media and events associated with the launch.

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**