Establishing a Back-to-School Destination
To kick off the 2016 Tax Free Shopping Weekend in Houston and Beaumont, and position Walmart as the retailer of choice for all things back-to-school, Pierpont Communications executed a highly-targeted media campaign to secure coverage. The two-pronged approached included assembling and distributing backpack media drops containing top back-to-school items sold at Walmart and hosting media open house events prior to and during the Tax Free Shopping Weekend.
As a result, seven local stations in Houston, including two Spanish, broadcasted live from inside a Walmart store during the morning and evening news. And, two local stations in Beaumont – KBMT-ABC and KFDM-CBS taped in-store segments that later aired on the evening news.
The secured coverage highlighted themed segments coordinated by Pierpont, including a student fashion show, product discount features, and interviews with a Walmart spokesperson and Texas Senator Rodney Ellis, who helped pass the tax free holiday legislation in Texas – all of which further reinforced Walmart as the back-to-school shopping destination.
Industries | Consumer