TOWER LDN Camden store launch

PR and Media Communications

To support the launch of the Tower LDN Camden Street store, Canoe was appointed to manage the PR

and paid media, including media attendance at the launch event. Our team compiled the official press release and pitched it to a wide range of publications as well as listed the event on some of the cities most popular event websites. In addition, we invited journalists and influencers to attend the store launch event.

For this project, Tower and Canoe agreed on the following objectives:

• Bring awareness to Tower as a retail brand through press coverage and social media buzz.

• Secure quality press and influencer attendance.

• Use the launch event as a catapult to sustain long-term brand coverage.

• Manage a paid media partnership with a top-tier digital publication, driving traffic to the Tower LDN website and Instagram.

To further support the launch of the new Tower LDN store in Camden, Canoe managed a paid media partnership. Our experience and long-standing relationships with both editorial and advertising teams at key streetwear and style publications have allowed us to secure a high level of deliverables for the allocated budget with Hypebeast.

The following slides illustrate the deliverables in detail, as well as the resulting stats which drove significant traffic to the Tower LDN website and Instagram.

The launch of the Tower LDN store in Camden was a great success. With approximately 300 guests in attendance involving media, influencers, friends of Tower and customers, the atmosphere was filled with a real community spirit and fans of the retail business.

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