CLIENT
The Chocolate Box is an iconic Victorian chain of chocolate shops which has eight stores in and around Melbourne

BRIEF
Publicity Queen was asked to launch a refurbished store to local residents

OBJECTIVES
Use local media to create awareness about the store’s re-opening within the suburban catchment area

CHALLENGES
Newsworthiness – it was the store’s sixth renovation
Timeframe – only one week to organise the campaign prior to the opening

CONCEPT
Tempt the local media through their tastebuds with a Belgian Gianduja media kit in which we included a sensuous 6-Step Gianduja Appreciation Course Fact Sheet to encourage journalists to “feel the raw chocolately weight of the hazelnut praline in your hand and wave it gently to and fro in front of your nose allowing the aroma to blend with your craving senses”

RESULTS
Secured breakfast radio coverage featuring the client as a special guest
Secured coverage in key local and metro newspapers