The Brief

Jamaica Blue reached out to RNN Communications to enlist its services in working with Jamaica Blue to build its brand in Northern Ireland and publicise the opening of its new store location in the busy Cornmarket area of Belfast City Centre. RNN Comms will work in partnership with Jamaica Blue to:

The Solution

RNN Communications created a multi-platform marketing and advertising plan designed to raise awareness of the new store location with city centre audiences in Belfast – locals, workers, tourists and visitors; generate awareness of the Jamaica Blue brand and what makes it special, positioning it as the ideal spot for brunch or lunch in town. This plan included:

  • Media relations – press issuing of the news of the opening of Jamaica Blue’s second flagship store in Belfast city Centre
  • Launch photography – Images of new store and launch photography for media, social media.
  • Media drop to local news outlets in Belfast
  • Radio promotions on local radio stations
  • Leaflet drop to serviced offices and remote working spaces in Belfast City Centre

The Outcome

  • Coverage in three national NI newspapers on opening day
  • News shared in x 4 daily news bulletins on x 2 national radio stations
  • Coverage of new flagship store opening in in national Sunday newspaper
  • 2 x 2 week long radio advertising campaigns across two national NI Radio stations
  • X 14 pieces of national media coverage secured
  • Total campaign reach of over 2.25 million

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