To drive consumers to its newest store in Skokie IL L.L. Bean set up camp with events in nearby Chicago.
The Great Urban Outdoors events took place in the two weekends leading up to the grand opening of the new store. At the events the brand instructed consumers on camping and fly-fishing as an extension of its in-store outdoors education sessions.
To spread word L.L. Bean posted event information in the Chicago Red Eye the daily distributed on the commuter system as well as on college websites mom blogs and other online outlets.
“Since Chicago is a new market for us we wanted to create the Great Urban Outdoors event as a way to create buzz about our new Chicago area stores—not only for consumers but the media as well ” Laurie Brooks senior public relations representative at L.L. Bean told Buzz.
On Oct. 24-25 the brand took over Pioneer Court off of Michigan Avenue bringing on L.L. Bean outdoor experts to provide camping tips and to do product demos. On Oct. 31-Nov. 1 L.L. Bean will be at Grant Park with a fly-fishing theme. To collect data and drive consumers to the new store L.L. Bean is giving one person a day a chance to win a $250 gift card. Brand ambassadors are handing out literature with details about the grand opening of the store and coupons. For the littlest visitors L.L. Bean has arts and crafts projects. Agency: AMP Agency Boston.