South Africa’s leading premium furniture and homewares retailer, Weylandts, appointed us to launch its brand and flagship store in Australia, the brief being to make some noise and attract consumers to the off-grid location.
Our strategy was to implement a comprehensive integrated Advertising, PR and Events campaign to maximize every dollar invested. The store launch, attended by 400 media, VIP’s, design influencers and relevant locals was dubbed the ‘event of the year’ and garnered considerable media coverage. This was followed by an ongoing targeted outdoor and press campaign and a program of celebrity design and food events to attract consumers to the out of the way location. We aggressively pursued product placement with key lifestyle titles to showcase the breadth of the Weylandts offer and achieved extensive media coverage over a period of three years.
Weylandts, during this period, became a destination for not only locals but also interstate visitors all keen to view the one of a kind retail store and eat at the unique restaurant.