Summertime Festival at Kildare Village Outlet Shopping
WHAT
WHPR has worked with Kildare Village since 2006. Kildare Village Outlet Shopping is home to over 60 luxury boutiques offering up to 60% discount year round – over 2 million visitors will visit the village in 2011.
THE TASK
WHPR was tasked with launching “Summertime Festival”, a four week-long entertainment, shopping and Irish artisan food extravaganza taking place at Kildare Village during the month of July 2011.
To conduct a media day with US celebrity ambassador Whitney Port, who created an exclusive canvas bag for Barretstown children’s charity.
To highlight all aspects of the festival including the Good Food Ireland Pop Up, Genealogy sessions and Theatrical performers.
THE RESPONSE
WHPR developed an intensive media relations campaign to support the launch of the Summertime Festival.
A photocall was held to launch the festival featuring local children and a culinary expert from Good Food Ireland. With a pop-up presence at the Summertime Festival, some of the country’s finest artisan food Ireland’s top restaurants, hotels, cookery schools and food producers was served up to shoppers.
TV3’s The Morning Show and Today FM interviewed genealogist Karel Kiely. Genealogy sessions at Kildare Village offered visitors a glimpse of what their family tree looks like. Online “genealogy tasters” through the Kildare Village website also enabled fans and international visitors to find out how many records exist relating to their family name.
Whitney Port was chosen as the ambassador for the Summertime Festival due to her fashion credentials and relevance to the Irish target market. Kildare Village worked closely with Barretstown to create and sell the limited edition canvas tote and over €10,000 was raised for the charity.
A number of one to one media interviews were secured by WHPR for Whitney Port, as well as TV slots on Ireland AM, Xpose and Saturday Night With Miriam as well as interviews on Kildare TV.
WHPR organised a launch party for in Kildare Village for media and VIP guests. Whitney Port signed the charity bags which fans had purchased on the night before attending the event and posed with guests.
Extensive coverage was generated across print, broadcast, online and via Twitter and You Tube with nearly 6.5million opportunities to see or hear about the campaign achieved.
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Kildare Village is a proud member of the Value Retail company. Value Retail provides its guests with an outlet shopping experience unrivalled anywhere in the world. For further information please visit www.valueretail.com
