PR*If the Shoe Fits

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As a response to struggling shoe retailers, and to launch spring summer fashion with a new approach, Churchill Square hosted a late night shopping event complete with the opportunity for shoppers to win a designer pair of shoes. Shoppers were invited to pick a shoe box at random from the Wall of Shoes and if the pair inside fit; walk away with them free of charge.

A PR stunt featuring a giant red stiletto abandoned on Brighton beach, helped to transform the fashion event into front page news, improve relationships with the local press and generate talk-ability.

Key Results

  • 96 pairs of shoes won
  • Retailer sales increases of up to 300%
  • Footfall increased by 16% YOY
  • Purple Apple Award Winner
  • £10,000 of press coverage