The Netherlands’ largest retailer is actively seeking publicity
The question 
The Netherlands’ largest retail organisation C&A decides at the insistence of its communication consultant to cast aside its long-cherished modesty in its search for publicity. But how do you determine the moment and the way in which you can interest journalists in your company?
The answer 
Select a number of subjects that have sufficient journalistic weight (as regards content) with which to actively seek publicity. Then decide to replace the customary press release which was to be used to announce – for example – the collaboration between C&A and Jan Smit and the C&A/Wehkamp pilot project, with two professionally-organised media spectacles.
The result
The C&A branch in Enschede experienced a golden moment when the Van Heeckplein filled up with more than 10,000 Jan Smit fans, who attended a real live fashion show and a lunch concert. The elements that mark the commercial alliance of C&A and Jan Smit. After the event the C&A branch was literally bought up by the thousands of fans. As far as publicity goes, the collaboration was also an unprecedented success.
Just like the new agreement between C&A and Wehkamp. During an extensive lunch for the press, the two market leaders (retail and web sales) treated the host of media representatives that came flocking to the celebration of their unique collaboration. The media publications were plentiful, as were the electronic sales afterwards.
