Challenge
Develop an impactful PR strategy to launch the Gibson Garage in London
Develop an impactful PR strategy to launch the Gibson Garage in London, ensuring widespread awareness to cut through with both a B2C and B2B audience. The Gibson Garage London marked the first expansion outside of Nashville which launched in 2021. PR objectives included: Drive footfall to the new Garage Promote the Garage as the ultimate destination for music and guitar fans Profile brand spokespeople to support the launch.
How
A four month campaign including six soft launch events and a launch event with Sir Brian May, Jimmy Page and Tony Iommi
The four month campaign was two-fold: Soft launch events Six soft launch events were supported across parenting, industry, through to travel media - resulting in launch editorial. 2.Launch event A picture moment was carefully planned for with Sir Brian May, Jimmy Page and Tony Iommi cutting the ribbon to the opening. This was followed by a Q&A with Matt Everitt and Jimmy Page - in front of key media. The news and picture story was immediately announced to media ahead of the public opening, leading to widespread coverage.
Results
200+ pieces of coverage, within 2 months, across national, broadcast, international, music and lifestyle media
Gibson Garage also had a 1bn+ reach and queues to the store on opening day from 4am
200+
pieces of coverage within 2 months
1bn+
reach