06 Jun SCUBA.COM – STORE GRAND OPENING
Scuba.com set out to launch a new retail store in Costa Mesa at the height of the COVID-19 pandemic. The Brand Amp was tasked with driving buzz and attendance at the Grand Opening Ribbon Cutting & Celebration event, which after numerous pandemic-related delays took place in late April 2021.
The Brand Amp developed and implemented an integrated marketing strategy incorporating Public Relations, Influencer Marketing and Content Creation to capitalize on the moment and build buzz for the store’s opening with a local Southern California audience. Prior to the Grand Opening event, the TBA team captured photo and video assets of the store for usage on the website and social media channels, as well as local media outreach, including a 3D virtual walkthrough to showcase the wide breadth of products and services offered. TBA developed an announcement press release and conducted targeted local media outreach, as well as lined up local ocean-minded influencers to attend the opening, keeping in mind social distancing and COVID-19 guidelines.
During the Grand Opening, The Brand Amp supported the event on-site, acting as an extension of the Scuba.com team to facilitate influencer walk-throughs, capture images for live social media coverage, and video content-capture for a highlights sizzle reel.
Local media outreach resulted in pre-event coverage in both print and online with leading papers The Orange County Register and Daily Pilot, plus other online blogs, representing more than 30M potential impressions. The Brand Amp also lined up 12 local influencers who attended the event, spaced out throughout the day for a steady flow. These influencers posted real-time stories on social media, sharing the new store with their combined followers of more than 2.3M.