To celebrate the 70th birthday of Sokos, they organized "the World's Smallest Department Store" -tour, which moved across Finland during the Summer and stopped shortly in some cities. If the marketing for the tour only takes place when they are at the stop, it is already too late.
So how can we increase awareness and create interest for the tour before it happens?
To support the launch of the tour, we organized a PR event to reach a broad audience, and to create interest and hype before the tour officially starts.
The target group of Sokos is all over Finland, which is why the guest list included engaging influencers that reach a broad audience.
The detailed schedule for the tour was published at the event, and the guests could enjoy festival-style catering, a performer and beauty booths that featured the brands at Sokos. They could also get to know the World's Smallest Department Store.
The influencers chosen for the paid collaboration filmed material at the event, which was posted during the Summer while the tour was ongoing. Additionally, the event was captured by a professional photographer, and the photos were used by Sokos to support their digital marketing of the tour.