"We saw the opportunity to partner with brands that wanted exposure to the Urban audience. So we coordinated with Dockers®, Dry Soda and, indie eyewear company, Tortoise & Blonde, to bring them into the fray and on the road with us"
Constructed from two 20’ x 8’ shipping containers, the new Store on Tour was a cleverly designed, fully functioning mobile mini-store that popped up near college campuses everywhere from Columbia, Georgia to Knoxville, Tennessee.
"Our PR strategy was to reach out to local media (online, print and broadcast) prior to each event to help build buzz around the tour, promote the event, and draw attendance. We placed an emphasis on university or college publications, targeted local blogs, and local/regional newspapers and broadcast media."
133 stories about the program were released within one month.
The program had placement in hundreds of local publications and blogs including many of the local university newspapers and features on local TV stations.