Quickly establish Hamleys positioning in the marketplace. Meet high sales and visitor targets while preserving the brand heritage. Brand awareness is the key to gaining brand loyalty and driving footfall.
When considering these objectives, it must be noted that top-of-mind awareness of Hamleys before the opening of new stores is quite low. In other words, the objectives has to be met in the context of a market that is largely unfamiliar with Hamleys and in which the brand/corporate identity means next to nothing.
Convey the unique story about the Hamleys brand and concept via PR in sync with print ads and online-social media and activities such as in-store events and street activities.