Harrods Appoints Underwired for a ‘Truly British’ Online Task
Press Dispensary - September 05, 2005 - Harrods launches a website (http://www.harrods.com/trulybritish) this week (commencing 5 Sept) to support its ‘Truly British’ in-store promotion - a celebration of traditional British brands with a modern twist from top design talents. Digital agency, Underwired (http://www.underwired.com), was appointed to create the online launch for the Truly British promotion following a three-way pitch.
The online campaign begins with a teaser microsite, followed by roll-out in early September to coincide with the Truly British store promotion at Harrods, which runs from September 5 to October 15. The promotion includes a huge range of in-store activities, events and celebrity appearances. It is supported by a Capital Radio breakfast show series covering what it means to be Truly British: for example, Brits apparently drink 763 million cups of tea every day.
The website created by Underwired includes competitions and exclusive online offers designed to drive footfall into the Knightsbridge store, as well as generating data for its CRM programme. Underwired will be promoting the site and competitions with an online PR campaign through its specialist division, Underwired PR.
Truly British is supported by partnerships with The English National Ballet, Paul Smith (in collaboration with HP Sauce), Sophie Conran, Mulberry and Kim Jones, along with activities including Urban Croquet, Extreme Tea Drinking and a Battle of the Boroughs Great British Pub Quiz.
The project is managed by Harrods' advertising and promotions controller, Nicole Refson. She comments: ‘We were looking for an agency that had outstanding creativity and genuine expertise in online marketing and CRM activity. Underwired has a highly experienced team. From the start, we had real confidence in its creative work and slick project management abilities.’
Jason Holland, Underwired’s creative director, says: ‘The Harrods win is a real coup for Underwired. We launched two microsites for Selfridges last year, including an interactive Flash game to drive visits to the store, and we’re aiming to build on that experience with more focused and exciting footfall-driving executions.’
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Notes for editors Underwired was estasblished in 1996 and is headed by Felix Velarde and Jason Holland, who were previously directors of Head New Media. Its clients include VSO, National Missing Persons Helpline, NSPCC, Virgin Holidays, Start-rite, SIA, Penguin Books and Friends Reunited.
For further information please contact:
Felix Velarde, managing partner, Underwired
Tel: +44 (0) 207 012 3992
Email: felix@underwired.com
Site: www.underwired.com
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