Cheshire Oaks stages Guerrilla-style PR stunt at the Grand National
Published: 22 April, 2010
Cheshire Oaks Designer Outlet recently turned heads by staging a Guerrilla-style PR stunt at one the UK's biggest sporting events.
A team of body painted ‘jockeys’ welcomed Ladies’ Day revellers at the Grand National in Aintree, courtesy of McArthurGlen's Cheshire Oaks. The aim was to drive brand awareness among the centre’s target audience of fashion conscious, affluent women.
Colin Wilding, country manager for McArthurGlen Designer Outlets and centre manager of Cheshire Oaks, said: “Ladies’ Day at Aintree provided the perfect platform for Cheshire Oaks Designer Outlet to engage with a very targeted audience: high attendance of women who are located near to our centre and who have an active interest in quality fashion. No doubt, the painted jockeys’ activity has secured strong brand recall for Cheshire Oaks and made us more memorable as a consequence.”
Shaun Rhodes, marketing manager of Cheshire Oaks , added: "The activity not only generated massive attention from the stylish racegoers but also from regional and national media. This kind of activity is effective not only for generating traditional PR, but forming a vital role in supporting our social networking digital campaign by directly interacting with existing and potential consumers".
