Harrods 102

Great Brand Campaigns
The Harrods 102 concept was created to offer its customers a luxurious, convenient one-stop shop, located across the street from its famous flagship store.

The Brief
Launch the new Harrods 102 retail store with a high-profile PR campaign, ultimately driving consumer interest, buy-in and sales.

The Solution
Tease campaign:
• Delivery of retro-branded milk bottles with press release rolled inside to target media
• Follow-up with a daily delivery of Harrods 102 concessions during the week leading up to launch
Launch:
• Broaden scope of press pitches by leveraging in-store concessions – from sushi to dry cleaning
• Coordinate and execute high-profile launch party