In honour of Queen’s five decade milestone, and in collaboration with Bravado, Sister London‘s digital marketing and public relations team launched ‘Queen The Greatest’, an experiential pop-up shop celebrating more than fifty years of iconic music history. Over the course of 3 months a new theme would be introduced to give consumers an immersive in-store experience, this included: Music Month, Art & Design Month and Magic Month.
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What We Did:
Launching in London’s buzzing Carnaby Street and to mark 50 years in music, Sister London’s experiential team organised a dedicated pop-up, Queen The Greatest, with a line-up of limited edition music releases, fashion collaborations and lifestyle products, as well as weekly product drops, events and monthly themes.
Sister London’s PR team set-up fashion collections and partnerships with a wide-host of brands including Champion and Wrangler.
The store had been designed in a way to mark key milestones in Queen’s career, and provided an immersive, engaging and Instagrammable experience to Queen fans and consumers alike.
The launch was amplified via a proactive press office as well as a paid social media advertising and content strategy.
Results:
On the launch day, media including; The Daily Telegraph, Reuters, Press Association and publications from the USA, Mexico, Japan, Italy, Spain, France and New Zealand, and 30 TV crews all attended. Throughout the campaign, we continued to secure global digital, print and broadcast press in many hugely influential publications, including BBC World News, The Daily Telegraph, Forbes, Secret London, Time Out London, NME, Sheerluxe, About Time and Stylist.
The Sister London media team secured over 200 pieces of press coverage with a media reach of over 350 million.
