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Launched in 1978, Chaps a Ralph Lauren brand, was created to be more than just a label, and quickly established itself as a lifestyle that evoked an iconic American sensibility. Special details provide each garment with a unique twist.
The Chaps design philosophy is communicated through versatile collections with a spirited confidence that can be worn season after season, celebrating timeless and accessible style.
Chaps were entering the UAE market and were launching a new store at IBN Batutta Mall in Dubai and the brand needed White Water PR’s support for the launch.
As there are several brands of similar nature in the UAE, White Water PR embarked on a different approach.
The agency organised a bloggers day wherein they could visit the store and feel the product and get a more personalized feeling rather than just looking at the images on screen.
This was followed by an aggressive PR push with stories in the key lifestyle and daily publications in addition to the web publications in the UAE.
We also created a plan through which we could invite bloggers on different days to further stretch the campaign’s duration and have a sustained level of awareness.
An in-store event was also conceptualized during the launch.
Unique sustained visibility approach adopted for a store launch