A Whale of an Opening

When upscale clothing retailer vineyard vines decided to open their 14th retail store in Nashville, they recognized the value of working with a local firm familiar with the market. Gray PR helped generate buzz for the store opening through media relations, contests and collaboration with a local nonprofit.

 

Action

Media swag bags were hand delivered, a charitable tie-in was established, and a comprehensive media relations plan was executed to garner pre-event, day-of-event and post-event coverage.

 

Results

Despite pouring rain, hundreds attended the opening festivities that included owners and brothers, Shep and Ian Murray greeting shoppers and signing ties. Every targeted local lifestyle and print publication covered the event and all told, the Nashville store opening set a record for opening day sales.