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Event PR: Retail Launch

Event PR: Driving traffic to Oregon’s largest destination shopping center

Event-based PR is not for the faint of heart. Endless hours of research and planning can all come down to one night. For Woodburn Premium Outlets (Formerly Woodburn Company Stores) it was Thanksgiving night a.k.a. “Moonlight Madness.”   Detailed coverage from KGW, KPTV, KATU, Statesman Journal, Woodburn Independent, The Oregonian, and The Portland Business Journal helped fuel a 19 percent increase in traffic for the 24-hour shopping event and attract more than 60,000 shoppers for the Thanksgiving night and Black Friday.

And we didn’t let a little thing like mother nature get on our way.

The weather conspired against us. It was a cold, rainy and windy night. This triple-whammy provided a hurdle to motivate shoppers to brave the elements. Additionally, TV stations began to cover the inclement weather as a breaking news story, so it was challenging to get news trucks to the mall.

Here were our PR Goals. We’re proud to share we achieved them all!

  1. Get all four major broadcast stations on-site to cover the Moonlight Madness event live
  2. Garner print coverage both pre and post event to drive consumers to the mall 
  3. Conduct research and share “retail trends” with media to secure broadcast, radio and print coverage throughout the holiday shopping season (through New Year’s Day)