Our retail love affair: holidays, high street & high fashion

Launch_Retail_March 2014 (Draft)

We love shopping. Window shopping, summer discounts, January sales – you name it. We’re obsessed about everything from the shop floor to the retail detail of Christmas trading reports.

Virgin Holidays needs a spike of awareness just after Christmas, to prompt people to book their summer break early. To boost footfall at its high street outlets in 2014 we turned swimwear-clad models into human billboards spelling out #TANUARY (the strapline from the 2014 January sale). The models were joined by Olympic swimmer Mark Foster and dispatched to patrol high streets in London, Manchester and Glasgow. Not only did we get outstanding national and regional coverage but Virgin Holidays had its best sales yet for a for a January promotion.

Top accountancy firm BDO set us quite a different challenge. Two years ago it asked us to turn its proprietary high street sales data into a national story, which we did by creating the first ever BDO High Street Sales Tracker index. The index generates significant coverage across the business pages of the national papers every four weeks, and retail journalists have come to rely on the BDO High Street Sales Tracker as a bellwether for consumer spending.

Faber-Castell pens are arguably the best in the world but brand recognition in the UK has historically been low (and competition sky high). Through a good old fashioned media relations programme (in other words, talking to journalists), we secured 100+ pieces of quality coverage for the brand, including the Financial Times and Vogue, over a 12 month period. At Faber-Castell’s 2014 PR summit, the company recognised Launch as its best performing PR agency in Europe for the quality of our press coverage.

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