J.McLaughlin, an American sportswear brand, sought to garner attention and build awareness for its first Hawaii store opening at The Shops at Wailea. This campaign included a special event plan to facilitate a Hawaiian blessing as part of the grand opening festivities (this is a customary tradition for new brands opening in the Hawaiian Islands), engage fellow tenants and destination partners and a PR plan to connect with key writers and generate local media coverage.

The Challenge

J.McLaughlin wanted to generate excitement and awareness surrounding the Grand Opening of their new Maui store. Located exclusively at The Shops at Wailea, the 1,400 square-foot store showcased a distinctive collection of modern classis resort clothing, shoes and accessories for women, men and children marked the brand’s first entry into the Hawaii market and the popular Wailea tourist retail and dining destination. 

The Solution

Event management duties included goal setting with The Shops at Wailea marketing team, providing a professional photographer and liaising with the J.McLaughlin corporate marketing and store teams. In addition, our team developed invitation lists for the blessing ceremony and grand opening event which included top media and key destination partners. 

The PR campaign consisted of developing a strategic plan to generate local media coverage, engage destination partners and build awareness of the new store opening at The Shops at Wailea. PR efforts included drafting and distributing a press release announcement and reaching out to key retail and real estate reporters, as well as offering J.McLaughlin executives for interview opportunities. 

The Results  

This campaign was aimed at generating awareness of the new J.McLaughlin store, connecting with key media and destination partners and generating media coverage. The results include:

• Secured coverage in 
• Guests in attendance included; 

See media snapshots below. 

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