Christmas has come early for high street retailer Wilko, who enlisted the help of MCS to help launch its brand new festive collection at its Press Day in July 2016.
From fun stocking fillers and eye-catching decorations, to seasonal home furnishings and gift ideas, MCS was tasked with showcasing the entire range to journalists in a beautiful and memorable way, whilst also being cost-effective.
The aim of the press day was to introduce the retailer’s exciting festive collection for Christmas 2016 to key journalists by holding an informative and energetic event.
Having already produced lighting, sound and stage set-up at a similar event for Wilko last year, they were so pleased with its success that MCS were asked to work in partnership with its in-house team to handle all aspects of this year’s event.
Given managing director Rebecca Muldoon’s background in Fashion PR, MCS knew all the right steps to make towards producing a fun and engaging event for journalists.
In the lead up to the event, MCS became an extension of Wilko’s in-house team co-ordinating the event logistics, stage build and filming on the day to ensure it ran smoothly.
The press day was held at The Music Room, an exclusive event space in the heart of London’s Mayfair. A large open white space, it provided the ideal blank canvas to display Wilko’s product photography. This was displayed on striking built-in panelling to create an impressive seamless backdrop.
The space was split into individual sets to showcase the different aspects of the Christmas collection. From a festive kitchen area, lounge set and kids’ room, to a log cabin and German market-themed stall, it was a highly visual experience for the day’s guests to enjoy.
The MCS team was instrumental in sourcing and delivering the products to the venue and co-ordinated multiple deliveries through the busy streets of London to arrive at the venue on schedule. To ensure a quick set-up at the venue, the team worked tirelessly at Wilko’s distribution warehouse to meticulously box up each product by range to pass to the event dressers once on-site.
With the design elements and logistics of the day taken care of, MCS also organised filming at the event to capture the festive cheer. The firm worked closely with Wilko’s PR agency to co-ordinate journalist interviews, as well as sourcing a social media background for journalists to be photographed with using the hashtag #ChristmaswithWilko – all designed to get engaged and encourage them to consider featuring Wilko in their publications.
From start to finish, MCS made sure the event ran smoothly with attendees enjoying the interactive displays and striking visuals. 200 journalists were targeted in the run up to the event, with 170 guests attending on the day. The event enabled Wilko to secure strong media leads for potential coverage across the Christmas season.
‘We asked MCS to work with us to plan and deliver our 2016 Christmas press show. MCS helped with the overall planning of the event, working with us to create the overall look and feel of the show right through to organising all logistics. The team were an absolute pleasure to work with, nothing was too much trouble and this really helped to land a stress free event. They worked closely with our PR agency and creative agency to create and deliver Wilkos best ever Christmas press show. Thank you MCS!’
- Lauren Mullaney, PR Officer, Wilko