More than 3000 fans eagerly awaited the moment when H&M– one of the world’s largest fashion retailers – opened its doors to the general public for the very first time in Australia at Melbourne’s GPO.

TNA was engaged by H&M after a competitive pitch.
During the project period, TNA was responsible for managing official showing days with one on one appointments with the media and bloggers, the organisation of a press trip to Sweden, supporting H&M’s International activity by arranging exclusive stories in the lead up to launch and the management of exclusive interviews with International spokespeople including the CEO.

On a launch event management level, TNA was responsible for the management of a VIP guest list of over 1500 people. The management of the VIP launch event including all media, front of house, two full days of interviews with 5 different H&M spokespeople and collaborating with the event production company to ensure the launch was the most highly anticipated of the year.

In addition, TNA worked on the management of media and press on the public launch day with over 3000 people lining up to be the first inside the new store.

TNA provided strategic PR advice on the best approach to generate the greatest impact and awareness for H&M’s first Australian store launch.

Over 250 print articles were generated, 136 TV and radio stories and mentions, 405+ online articles and over 3000+ social media posts.