ADPR Retail PR Case Study | Clarks Village Christmas Extravaganza

The Challenge

Clarks Village – the UK’s first event shopping outlet, wanted to launch the Christmas season in style to drive footfall ahead of key shopping weeks in the lead up to Christmas, as well as drive awareness of Clarks Village as the shopping destination of choice over the festive period. With the official openings of Hamley's, Wonderbra and Gourmet Burger Kitchen also taking place over this period, Clarks Village was looking for a retail PR campaign that would maximise opportunities around these openings.

"The Christmas Extravaganza was a huge success and this was thanks to ADPR's experience and support. From developing ideas to making things happen with booking performers and running around on the day, they made sure no stone was left un-turned. Our objectives for the event were well and truly met with record breaking footfall."

Steve Burge, Clarks Village

The Solution

For those asking “what is fashion PR and what does it involve?”…
ADPR developed a PR campaign that would generate media interest and resulting coverage as well as pull consumers to Clarks Village to drive footfall.

Using our extensive events experience, we worked with Clarks Village to develop a programme of festive activities with an all-day Christmas Extravaganza event to mark the turning on of the Christmas lights and kick off the festive season.

As part of the extravaganza ADPR:

Secured and managed local Olympians and Paralympian heroes, James Guy (swimmer), Jo Frith (archer) and Ed Ling (trap shooter) for the evening to switch on the Christmas lights and hold a meet-and-greet for visitors.

Secured and managed a full schedule of music for the day and into the evening, which included local musical acts Bridgwater Show Choir,, Bruton School for Girls, Glastonbury Male Voice Choir, Crispin School Choir, Military Wives Choir, Cherry Tree Band and Wincanton Silver Band.

Worked in conjunction with Clarks Village to arrange Father Christmas, a Christmas market, craft workshops and a prize draw.

Undertook a media relations campaign pre and post event to secure wide coverage of the Christmas activities on offer during the event and why Clarks Village is the perfect choice for Christmas shopping.

The Christmas Extravaganza was also supported with social media through Clarks Village’s social channels.

The Results

The Christmas Extravaganza was a phenomenal success and achieved record breaking footfall for Clarks Village.
Coverage of the event was received far and wide with a total circulation of coverage in excess of 2.5 million.
157 acts performed on stage during the day.
More than 200 fans queued for the meet-and-greet with the Olympian and Paralympian heroes.

A retail and fashion PR success!

If you work in the retail sector and have been wondering what fashion PR is and how it works, we hope this case study has given you some insights! You can always get in touch with us if you’d like more information.

If you’d like a no-obligation discussion about your marketing communications, please get in touch with us on hello@adpr.co.uk or call 01460241641.