Paul Frank aimed to send the best representation for it’s brand out into the streets of New York, to direct consumers to their new pop-up store location. Brand Ambassadors needed to fit the look consistent with the models in Paul Frank’s advertising campaigns.
Over 100 potential brand representatives were carefully interviewed for street team positions. The goal was to provide upbeat Brand Ambassadors and Engage travelers and locals to visit the Paul Frank Pop Up Store. GTE identified the best team members fitting the brand who would be able to launch the store. The Paul Frank Brand Ambassadors were upbeat, personable, and breathed life into the Paul Frank campaign.
Visibility of the brand was achieved in the desired Times Square area. Tourists and locals alike encountered Paul Frank and were directed to the Pop Up store. The team accomplished encouraging interest and excitement and were able to drive foot traffic into the Pop-Up store, while making thousands of impressions over a 3 month period… which included a 4 week program extension!
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