House of Fraser. Launch of Clive Christian fragrances
The crucial Christmas trading period was fast approaching and the store pr activity was essential in assisting the sales drive at this important time. The country was in the grip of the worst recession for more than a decade and retailers on the high street were finding it increasingly tough. House of Fraser needed to drive its sales and pr activity was instrumental in its strategy.
Working closely with the store General Manager we devised a campaign to set the store apart from its competitors, to push out the boundaries of shoppers’ expectations and to put a smile on customers’ faces. The store had secured a coup. It was to be the sole retailer, outside Harrods, of the world’s most expensive perfume Clive Christian Imperial Majesty. In such bleak economic times this could have been a doomed story. But with skillful PR planning and media relations, the in-store arrival of the fragrance proved to be a resounding success with widespread media coverage across regional and national print and broadcast media. Curious shoppers flocked to the store, the staff thrived on the excitement and whilst no one actually bought the most expensive perfume in the world the activity helped increase turnover at this crucial period and brought in new customers.
Mass media exposure in both national and regional media outlets including national daily press, BBC Radio 5 Live, BBC North West Tonight and ITV Granada.
Jeff Johnson, former HOF Manchester General Manager commented: “Nicolette Webster‘s expertise and professionalism was instrumental in not only gaining great media exposure for Kendal’s but also in helping to drive sales. Nicolette was a passionate champion of the store and really understood how to turn an event or product launch into a story that would grab the media’s attention. The PA of Clive Christian, for example, was a stunning PR success and the television, national radio and press coverage it generated also had a positive impact on fragrance sales during the key Christmas trading period.”