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Crocs London Store Opening

Background

MCS launched the unique range of Crocs footwear in the UK in 2006. The success story of the brand continued and on the 18th of October 2007 Crocs opened its first UK store which was located in London’s trendy Neal Street in Covent Garden.

The Brief

The brief to MCS was to organise the launch of the store. This not only involved press relations, but also being in control of the whole management of the day and the pre-event and post-event promotion:

Come up with a stunt idea to encourage visits to the show

  • Advertising campaign
  • Pre-show invitations
  • Promotional opportunities
  • Open day catering
  • Preparation of goody bag for visitors
  • Preparation of press pack for journalists
  • Book and brief photographer
  • On-site management
  • Host journalists
  • Event follow up

 

Results

MCS organised a giant ice cube, etched with Crocs, including planning permission with the council to be erected in Neal Street for the opening day.

  • Booked bus advertising campaign around the Covent Garden area.
  • 31 journalists attended the store opening, including titles such as The Independent, Daily Telegraph, She, Good Housekeeping, Bella and the BBC
  • Coverage included half a page in The Independent, front page of the Covent Garden magazine, a full page review in Drapers and online feature in Visit London