Cheshire Oaks Stands Out in a Crowd
Cheshire Oaks knows how to get attention. The UK shopping center recently visited the Grand National, the biggest annual horse racing event in the country. The event is also known for great style, and day two is Ladies’ Day, where over 50,000 people visit the competition and try to outdo each others’ style and fashion.
Cheshire Oaks picked Ladies’ Day as its best chance to turn heads, and showed up with a very fashionable crew. Ten hand-picked jockies showed up at the event dressed in head-to-toe racing gear emblazoned with the Cheshire Oaks logo. To stand out in the crowd, however, the jockies had to go the extra mile: their jerseys were painted on.
Looks like they picked their target well. While official sponsors covered the fashion inside the track, the attention outside was all on the ten rather under-dressed young men.
According to Shaun Rhodes, Marketing Manager of Cheshire Oaks, “The activity not only generated massive attention from the stylish racegoers but also from regional and national media. This kind of activity is effective not only for generating traditional PR, but forming a vital role in supporting our social networking digital campaign by directly interacting with consumers”.
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