Kate Spade New York needed a 2010 holiday campaign that stayed loyal to the brand’s DNA. Brand equity studies revealed that grassroots efforts were an important part of how the Kate Spade New York brand engaged with consumers.
In 2010, PGR worked with Kate Spade New York to establish the first-ever partnership with New York City’s Bryant Park as the exclusive sponsor of The Pond.
- The Pond at Bryant Park is Manhattan’s only free-admission ice skating facility and home to NYC’s 2nd largest holiday tree lighting.
The partnership provided Kate Spade New York with prominent signage, logo inclusion on all marketing and promotional elements, as well as one public event and one private VIP event.
PGR Media and Kate Spade New York also worked with Bryant Park to create a custom igloo-shaped pop-up store.
- For three weeks the igloo pop-up store was strategically placed at the corner of the rink, creating a custom experience where consumers were able to shop for holiday gifts after skating at the branded rink.
Measurable lift in brand awareness and holiday sales.