The Challenge:
Generate awareness, excitement and positive news coverage for Kohl’s entrance into five new markets – San Francisco, Salt Lake City, Rochester, Portland and Reno.
The Strategy:
- Educate key news media targets about Kohl’s business model and it’s brand, value and convenience positioning
- Conduct an aggressive media relations campaign and opening events
The Results:
Media relations efforts around the new store openings resulted in 105 news stories appearing in local newspapers and on television stations in the five target markets. The Kohl’s store openings were featured in 48 newspaper stories, the majority of which were accompanied by photographs. In San Francisco, two television stations attended the grand opening event. Additionally, Hispanic outreach resulted in coverage in Telemundo and a feature story in La Oferta.
