The Entertainer has always closed on a Sunday, as the owner’s belief is that family time is important for customers and staff. However, this meant that all stores across the nation would be closed for Christmas Eve.
We were challenged with managing the announcement to secure positive nationwide coverage and avoid any backlash from consumers. Our solution was to secure a top-tier exclusive, featuring an interview with founder Gary Grant focusing on the lifestyle benefits to employees in order to capture the heart of the nation and drive widespread coverage.
Following a hugely positive one page exclusive with the Mail on Sunday, we secured multiple interview opportunities for Gary leading to 195 pieces of coverage with a reach of over 834 million across national, broadcast, consumer and regional titles, and drove the debate about Sunday opening.