Case Study - ttotal
Client
ttotal
Activity
- Target Public Relations was briefed to support the launch of ttotal - the first of a proposed national chain - in Swansea in April 2005
- ttotal offers a range of real teas served from tea pots with tailor-made timers
- the ttotal concept was created by Penny Mallory, ex-National Ladies Champion Rally Driver and Channel 4's Driven presenter plus Nick Green, ex-Tesco Clubcard manager
Objectives
- To generate awareness of the ttotal launch in Swansea through local media
- Drive footfall during the initial launch period
- Position ttotal as an exciting place to go and get a real cup of tea
Activity
- Research to create brand proposition
- Good relationships developed with the Waterstones store team - ttotal is located within the Swansea store - and with Swansea City Council
- Launched during the week of the International Rally of Wales providing a perfect link with rally driver Penny Mallory and great photo opportunity
- ttotal goody bags, press releases & photography issued, radio interviews set up
- Broadcast houses visited with ttotal tea and cakes
- Target created tea pot shaped tea leaf leaflets, loyal-t cards and on-book-shelf message cards - quirky tool directing Waterstones customers to ttotal
- All materials were produced in Welsh and English
Results
- Blanket coverage for launch in key Swansea media including a live BBC Radio Wales interview, pre-recorded interviews with Swansea Sound and The Wave and the lead story in the South Wales Evening Post
- Opportunities to see (OTS) - 2,967,663
- First week sales were 21% above target
- 18% of tea sales were to visitors carrying a loyal-t card
- Media coverage EAVs over three times the budget
Endorsement
"Target's PR campaign got our business off to a cracking start. Leafleting outside the store helped raise awareness and bring customers in to ttotal. This was backed-up by a great press and radio campaign which really helped to build our strong, loyal customer base. We know it worked because customers told us!" Nick Green, director, ttotal
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