Launching Primark in Poland

LEAD OFFICE

Warsaw

The Challenge

How do you communicate a new fashion brand in a global pandemic when retail activity is restricted?

With main communication topics of the ‘pandemic retail’ related to restrictions, limited mall activity and e-commerce development, we had to find a way to break through the pessimistic media messaging. Not only that, but we had to get our audience hyped about the new brand entering the market, and create anticipation for the store opening. Our job was to prove that the opening of the Primark store in Poland is a must- attend event.

The Solution

Finding the right communication mix…

In answer to the challenges of launching a new fashion brand during pandemic, we proposed a perfectly matched communications mix, combining corporate PR, consumer PR and Public Affaris. Our team designed a broad communications campaign, with the focus on Primark’s responsible approach to business.

We organised a press conference for influencers, interviews, and one-to-one meetings with key stakeholders.

The Results

Following the successful launch of Primark on the Polish market, Grayling provided the company with ongoing support in communicating its strategy in Poland. Our team was also responsible for the opening of the brand's second store in Poznan and announcements of further openings.

1300 +

pieces of coverage

4 m

people reached

200,000

store visitors in week 1