UNIQLO MONTREAL OPENING (2020)

OVERVIEW

UNIQLO is a clothing apparel company, which was originally founded in Yamaguchi, Japan in 1949 as a textiles manufacturer. Now it is a global brand with over 1000 stores around the world. Redefining clothing, with a focus on quality and textiles which has been unwavered since the company’s origins in 1949.

THE BRIEF

In order to launch UNIQLO’s first-ever store in Quebec and the biggest store in Canada, Rose PR was tasked with creating optimal pre-opening, day-of, and post-opening awareness. It is important to note that the store was opening at the beginning of COVID’s second wave, but not even the pandemic could curb the hype and excitement!

THE STRATEGY

In order to create optimal awareness surrounding the opening, Rose PR sent out a press advisory 3 weeks prior to the launch announcing the opening date. Furthermore, Rose PR seeded 70 TIER A media and influencers to invite to UNIQLO’s pre-opening media tours. To comply with local health regulations, Rose PR hosted a full day of media tours in groups of 4 beginning at 9am until 9pm. Lastly, Rose PR ensured their were cameras on-site during the opening day to the public from all major city news outlets.

THE RESULT

Over the course of 5 weeks, Rose PR garnered 55 earned media stories amounting to over 30 million impressions across Québec and Canada. Outlets that featured UNIQLO included: Globe and Mail, Salut Bonjour!, Elle Québec, Montreal Gazette, Journal de Montréal, La Presse, TVA Nouvelles, CTV News Montréal, V Télé, Le Téléjournal, Tout un matin (Radio-Canada), L’Actualités, Journal Métro, 24 heures, Coup de pouce, Narcity Quebec, Clin D’Oeil, Huffington Post Quebec, MTLBlog.com, Narcity.com, Nightlife.ca, DailyHive.com to name but a few.

Additionally, through our media and influencer tours, we secured 468 social media posts and stories amounting to 3,600,000 impressions.