How we turned the national media spotlight on a new Next store opening.
We needed a hook, a good story that would engage the media in the opening of the largest Next store in the UK for 2012. We spotted a small story in the local paper. A young burns victim, 20-year-old Labonya Siddiqui was embarking on a modelling career and looking for her big break. We contacted Labonya, proposed to Next that they invite this inspiring young student to help open their new store and become a Next model for the day. We then arranged a photo call at the store.
Coverage was spectacular. The story made it into a host of national media including:
- BBC regional tv and radio
- BBC Breakfast
- Daily Mail on-line
- Radio 5 Live
- Yahoo Living
- SW News
… and others around the globe.
In excess of 3.5 million people saw, read or listened to this story across the UK alone. The worldwide coverage is unmeasurable.
Total AVE in excess of £147,000 excluding on-line coverage.
Staff morale was boosted by the exposure Next loved it.