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The challenge was to create a lasting and positive impression of the Urban Outfitters’ experience and brand with people who don’t typically have access to a brick and mortar Urban Outfitters’ store.
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Our national, experiential PR tour literally took the Urban Outfitters store to key target cities, Urban Outfitters Store on Tour, where we focused on their core demographic: students.
Constructed out of refurbished shipping containers, the Store on Tour not only drove awareness and sales, but helped Urban determine viability of stores in these pilot markets.
With an extensive PR outreach, the tour drove traffic to each stop and built regional buzz and viral excitement. We generated 133 stories in the first month, including a dozen broadcast stories. We earned more than 11 million impressions and substantial dialogue on social media and blogs.