02 Behind the scenes of a British icon

The epitome of elegance. The ultimate in luxury. The jewel in the British retail crown. It’s not every day that Harrods come knocking on a PR agency’s door; needless to say this was an opportunity we weren’t going to miss.

The project was simple in brief but complex in reality; driving awareness of the wedding gift list service of the world’s most celebrated luxury department store, not to the press but to the UK’s most prolific wedding and events planners.

The first challenge when embracing a project with such an iconic brand is how to navigate the corridors of power and pull together the right departments and key people into a uniformed project team, whilst simultaneously respecting tradition, commercial boundaries and a global marketing plan that’s been set in stone. Thankfully we were given access to work very closely to the client at various levels and had the trust placed in us required to get the job done the SBPR way.

Following months of preparation, The Gift Bureau at Harrods was introduced to an assembled group of the very best in the wedding planning businesses. Following a welcome breakfast by Laduree and speeches by Harrod’s Head of Personal Shopping and The Gift Bureau Manager, attendees were taken on an out-of-hours tour of the legendary store by a Harrods Concierge, visiting each of the spaces within the gift list department and treated to a number of exclusive experiences. Their journey ended with luxury treatments at the Urban Retreat before heading home with an armoury of information and the Mother of all gift bags. Job done.

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