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Gabrielle Shaw Communications // PR and Marketing

CASE STUDY

Promoting The World's Best Department Store

Selfridges & Co

Promoting The World’s Best Department Store


Opened in 1909 ‘The World’s Best Department Store’ is an institution in international retail and lifestyle. Redefining the shopping experience for the modern consumer and consistently pushing boundaries, Selfridges remains at the cutting edge of innovative retail and consumer interaction.

OUR WORK TOGETHER - GSC began with the launch of Project Ocean, a campaign designed to raise awareness of the plight of the world’s oceans. GSC created a multilayered strategy that communicated this ambitious and groundbreaking campaign in a consumer friendly way. With Selfridges Creative Director Alannah Weston as the passionate project inventor, we drew out why Selfridges was tackling this important conservation issue and how it impacts all of us.


Our work included the creation of campaign messaging, launch day activity, promotion of in-store event consumer events, and stakeholder engagement. We involved Project Ocean partners including NGOs, artists, and experts, from famed marine biologist Sylvia Earle, to Prince Charles, Queen Noor, and Greenpeace. Feature media relations included profiling VIPS involved in the campaign with the overall message of Selfridges driving ‘retail activism’.

Following that year-long campaign, GSC continued to collaborate with Selfridges to deliver positioning and major features on its wonderfully imaginative campaigns, and to promote the brand as a innovative global market leader in the department store sector.

Notable Projects Include

Project Ocean Launch (Protection of the World’s Oceans)

Project Ocean – year 2 (Against Shark Oil)

Words, Words, Words Campaign

No Noise

Big British Bang

Selfridges Film Project / Womenswear Designer Galleries

Profiling Of Alannah Weston

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    No Noise Campaign In-Store Group Meditation

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    Pearly King and Queen on Selfridges Rooftop for Big British Bang

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    HRH Prince Charles, Selfridges Creative Director Alannah Weston and ZSL Conservations Programme Director Jonathan Baillie