NEW BALANCE: BERLIN STORE OPENING
Put on a launch event that the city wouldn’t forget in a hurry.
Support local communities
Promote and showcase local creative talent and culture
Design an event campaign with local creative culturists at its heart
Recruit local ambassadors to drive key messages and the brand’s ethos whilst giving an authentic and authoritative voice to the campaign
All suppliers contracted for the event were local to the area and all produce served was locally created and sourced. The suppliers became ambassadors for the store opening and were promoted on the night and in the run up to the event
The event also included a live tape art installation and introduced attendees to an exclusively commissioned New Balance Berlin Guide booklet. This booklet featured local ambassadors FROM ‘Run Pack Berlin’ and showcased their preferred running route in and around the city, with favourite points of interests, local cafés and ‘meet-ups’.
The event was attended by over 300 international and local media with the story of the launch being picked up by nearly 30 media.