Strategy:
Create a strong launch and kickoff celebration with North Carolina’s first store to be located in Raleigh’s Triangle Town Center. Timing was critical prior to the holiday season.
Approach:
Rewarding current credit card holders through charity shopping pre-opening events, celebrity appearances taking place one week prior to the store opening.
Activation:
Black Tie “Champagne Wishes & Caviar Dreams” Shopping Spree. Positioned as an exclusive holiday shopping gala with live entertainment, food and wine. Articulon partnered with Junior League of Raleigh benefitting Hospice of NC and the Tammy Lynn Center for Developmental Disabilities. A ribbon cutting ceremony was hosted by then-first lady of North Carolina, Mary Easley.
