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H+A Marketing+PR


#FlashbackFriday: Dunnes Stores

Tags: Design, Consumer PR, Corporate PR, Marketing, 

#FlashbackFriday: Dunnes Stores

Taking a look back at some of the projects we've worked on over the years, this week's #FlashbackFriday covers leading Irish retailer and household name, Dunnes Stores, as they planned to re-launch their biggest flagship outlet in Ireland on September 10th 2009.

The Challenge

Our task was to deliver a campaign that was much more than just another 'store opening'. Instead, we had to deliver a PR plan that communicated the scale and ambition of the biggest store launch ever undertaken by Ireland's biggest retailer.

The Solution

H+A brought media and the city back to 1944 with actors dressed as new boys in period costumes dotted across the city handing out 'The Dunnes Stores News', a creative Direct Mail that pointed to the fabulous launch offers in store. We hosted a hard-hat tour of the development three months before the launch among key business and retail media. This generated excellent preview coverage that drove anticipation for the opening in the weeks and months leading up to the opening. We invited foodie media to an exclusive lunch with the famous Dunnes Stores owner and M.D, Margaret Heffernan, so she could convey the excitement and scale of the grand opening to an influential table of national and specialist media. We also held a live fashion shoot in the main shopping street for media, showing off the signature fashion looks on sale on opening day.

The Result

This resulted in the greatest financial success of any retail launch for Dunnes Stores. Queues were around the block with 10,000 people turning up on opening day. The launch had a reach of 6,000,000 people and generated multiple national news hits, with widespread front-page hits, including a full double-page fashion spread was featured in the Evening Echo on the day of the launch. The launch also received numerous broadcast hits and several feature-length national broadcast pieces.