Background

When we heard that a new concept store focusing on parenting products called Parenthood had opened in the stylish suburb of Richmond in Melbourne, we wanted to be involved!

Simon Angel had “created Parenthood with one simple philosophy in mind – having a baby and growing a family doesn’t mean you have to give up your sense of style.”  The store is laid out like a department store and caters for all needs:  Nursery, Health and Safety, Transport, Party and Bedtime.  They carry a large and stylish range of prams, cots, car seats, first bedroom furniture, bed linen, clothing, toys and so much more.

This unique store takes it one step further by also offering Private Shopping evenings, Baby Shower parties, a Café Bar and a Gift Registry. Every need is taken care of to ensure the parenting experience is as exciting as it should be.

The Richmond store is the first step in the overall Parenthood plan which also includes more Melbourne stores before expansion on a national scale.

Publicity Campaign

The strategy for the campaign was to choose a few products available in the store each month and send a press release about them to the media. We believe that if we send out too many stories (or products!) at one time, the media tends to ‘pick and choose’ one out of the selection so we can get greater coverage by not offering too many at one time!

The campaign was very successful and they got loads of coverage for the products and the store itself.