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Case Study - The Webster

Grand Opening at The Galleria, Houston

· Case Study,luxury,Retailer Support

Commencing well before doors officially opened to The Webster's new store location at The Galleria in Houston, TX, Simon's corporate and local Marketing Teams collaborated with DPW PR and The Webster team to create a dynamic marketing strategy to embed the brand and it's newest store location in the Houston community of luxury brands and shoppers.

Multiple Digital and Mall Media solutions were employed to announce the store as "Coming Soon" and again as "Now Open", offering can't miss brand impressions on mall and across The Galleria's digital and social media channels.

Event integration played a significant role in creating an intimate connection with local taste makers and style influencers, starting as early as 2015 and extending throughout The Webster's first year in Houston.

Mall Website

A Coming Soon Hero Slider later transitioned into a Now Open message

Local and National Press Coverage

More than 6MM impressions garnered in 2015 and over 22MM in 2016.

Mall Media Advertising

Large Format Digital Board

Promotion on Social Media Channels

Multiple posts across Mall Facebook, Twitter and Instagram pages

Miami Journalist Trip 2015

The Galleria’s Director of Marketing and Business Development along with key members of DPW PR hosted a group of journalists in Miami to meet with visionary Webster owner Laure Dubreuil and visit the two Miami store locations. Outlets represented included Papercity, CultureMap, WWD and LOCAL Houston Magazine.

Fall Fashion Event with Vogue and a Private Dinner 2015

The Webster team attended a VIP party at Versace prior to taking their seats in the front row of the Vogue Fashion Event.

Immediately following the Vogue event, The Webster team was transported to the home of Janet Gurwitch, a prominent Houston businesswoman and socialite, for an intimate private dinner with selected influential Houstonians. Approximately 35 people attended the dinner. The feedback from The Webster was overwhelmingly positive.

Grand Opening Celebration

The Galleria & DPW PR assisted in The Webster’s Grand Opening party, which was held on April 20th, 2016. Attendance was very strong with some of Houston’s most prominent socialites in attendance. Both local and national media covered the event.

The LUXE Event 2016

The Galleria collaborated with local luxury print magazine, PaperCity, to host an exclusive VIP pre-party in The Webster store. Over 150 well qualified Houstonians attended the event including Vogue market stylist Cara Crowley, celebrity DJ Chelsea Leyland and The Webster’s founder and owner, Laure Heriard Dubreuil. Guests of the party were given reserved seats at the runway fashion presentation.

The Webster was provided a one off experience at the center’s fall fashion event, separate from the main runway event. A high fashion vignette was constructed with live models showcasing a range of looks in one scene.

Local Influencer Luncheon 2016

The Webster participated in the Spring CURATED blogger event on May 12, 2016 which targeted the Fashionista and Millennial shoppers. The event resulted in extensive social coverage from more than 25 local and national bloggers and The Webster team was very happy with the event turnout and subsequent social media coverage.

Approximately 300k impressions were secured through Instagram from influencer posts. The event garnered more than 5k likes and 300 comments on attendee Instagram images.

MFAH Bayou Bend Garden Party Sponsorship

The Galleria served as the Principal Underwriter of the Museum of Fine Arts Houston Bayou Bend Garden Party Fashion Show & Luncheon on Friday, April 1, 2016.

The luncheon proved to be one of the top social events of the season, attracting more than 400 of Houston’s most prominent and affluent women. The Webster was secured as the exclusive fashion partner of the event.

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