brief:

• to drive awareness of The Atelier Moet - the UK's first pop-up champagne boutique, allowing customers to personalise bottles of Moet with CRYSTALLIZED Swarovski Elements

challenges:

• make The Atelier Moet more than 'just another store openin' and overcome the London-centric perception of the boutique
• achieve high level of coverage, including news and features, for a PR-driven initiative that could come across as commercial
• limited 'window' of opportunity as the boutique was only open for four weeks

strategy:

• hard-hitting, results-driven media relations campaign targeting media titles through product placement, Christmas gift guides, news pages, features and broadcast competitions

results:

• over 100 pieces of coverage including 8 pieces of national TV coverage including ITV2's Xtra Factor and BBC1's Saturday Kitchen, 8 pieces of national print coverage including a feature in The Times and the Sunday Times Style and 8 pieces of London print coverage including the Evening Standard and a feature in thelondonpaper

measurement:

• the project delivered nearly 77 times ROI based on PR value alone

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