How Strategic PR Turned a Store Reopening into a Record-Breaking Day
A successful consumer event doesn't start on event day. It starts weeks (usually months!) earlier through strategic planning, storytelling, and ensuring the right people are talking about it.
Recently, we partnered with Dimples for the reopening of their Newmarket flagship store following a devastating arson attack, helping transform a store opening into one of Auckland's most talked-about parenting events.
The result? Hundreds of shoppers queuing in the rain, more than 200 sales within the first two hours and one of the busiest in-store trading days in Dimples' history.
Before the doors reopened, we focused on sharing the story behind the brand's return.
Through a targeted media relations campaign, we secured coverage across national and local media, including NZ Herald, Stuff and key lifestyle publications. By putting founder Jane McAllister at the centre of the story and sharing the journey behind the rebuild, we were able to generate genuine interest and awareness ahead of the opening.
Engaging Trusted Voices
The day before the public reopening, we hosted an exclusive preview event for more than 30 media and influencers.
The goal wasn't simply to generate content from the event itself. It was to equip attendees with the knowledge, excitement, and behind-the-scenes access needed to organically share the grand opening details with their audiences.
The results included:
137x pieces of social coverage
100% influencer share rate
Combined influencer following of more than 1.5 million
Guests shared everything from store tours and product highlights to founder moments and opening-day details, helping spread awareness among exactly the audience Dimples wanted to reach: expectant parents and families with young children.
Looking Beyond PR
While media and influencer engagement played a key role, successful consumer events require a broader approach.
Alongside PR activity, we worked with Dimples to shape the wider launch strategy, from website messaging and EDMs through to social content, paid promotion and event planning.
Often, it's the small details that make the biggest difference. When do you start teasing the event? How much information do you reveal upfront? When should invitations, EDMs and social content be released? How do you create enough anticipation for people to plan to attend, without announcing so early that interest begins to fade?
We also worked closely with the Dimples team on the reopening mechanics themselves, helping shape offers, giveaways and prize elements that would genuinely excite customers while ensuring as many people as possible could participate.
By taking a 360-degree approach, every channel and touchpoint worked together to build momentum and drive attendance.
Creating a Reason to Show Up
Awareness is only part of the equation. Even the best-promoted event needs a compelling reason for people to attend.
Working alongside the Dimples team, we helped shape the overall reopening strategy, ensuring the event offered genuine value to customers while remaining accessible to as many families as possible. From major spot prizes and giveaways to exclusive opening-day offers, every element was designed to reward Dimples' loyal community and create excitement around the brand's return.
Combined with a coordinated communications campaign, these incentives helped transform awareness into action, giving customers a compelling reason to visit and experience the event for themselves.
The Result
On opening day, despite pouring rain, queues wrapped around the store as customers arrived to celebrate the return of a much-loved New Zealand brand.
More than 200 sales were recorded within the first two hours, making it one of the busiest in-store days Dimples has ever experienced.
It's a reminder that great consumer events don't happen by accident. When media relations, influencer engagement, and owned channels work together, they create awareness, excitement and ultimately, results.
Because the goal isn't simply to host an event.
It's to create something people don't want to miss.