MARIA ROSA A. DONADO

PORTFOLIO

they've been bitten

The launch of Sarah Jessica Parker’s line BITTEN had the whole world flocking to the closest Steve & Barry’s store (even if it was four hours away). So, to get customers even more excited, we pulled a few bunnies out of our hat.

The day started off with a surprise appearance by Sarah Jessica in Manhattan, greeting customers in line, welcoming them into the store. Once the gate was lifted, mobs of people swarmed the store looking for their sizes.

After the opening frenzy, Sarah Jessica made phone calls to ten stores around the country where we had sent representatives to personally thank the first person in line for their support. After taking a short break, local new crews got the chance to get one-one-one interviews with the starlet to hear her inspiration for the line and excitement for the launch.

By 1pm, over a thousand people had lined up for the autograph session knowing that after the first 300, there were no guarantees to get to the table. Although she was unable to sign each person’s autograph, addresses were taken and an autograph card, a gift card, and a thank you note were sent to each person the week following the launch.