From scratch, we created  a global media story that put Windsor Royal Shopping on the front page, catapulted footfall by 18% and earned Grappa ‘Best PR Campaign’ award at the BCSC Purple Apples and PR Week Consumer Campaign of the Week.

With the royal wedding in Windsor, Grappa was briefed by NB Retail to create a media splash for Windsor Royal Shopping.

Two strategies were developed in the immediate run-up. First, we arranged for a Prince William look-a-like to shop for last minute gifts in the Centre to engage  retailers and create buzz. Second, we devised the idea of an eBay auction of an office suite overlooking the wedding site. Then, we very cleverly manipulated the Auction to achieve over 900 watchers but no bids, even though this exclusive view would only cost £1. We then leaked the story to global news aggregators and websites. The net result was that we generated massive media interest for our client, from BBC Radio 5 to CBS News in the US - and everything in-between.

On the day, we worked with the auction winner to fill the office with a party of celebrity look-a-likes to maintain the campaign theme. It caused a massive stir, driving footfall through the centre as visitors mistook our doubles for the real celebrity deal.