Member Article

Newcastle PR agency walks off with Dr Martens win

Newcastle PR agency, O PR has been appointed to manage the store proximity PR in the North and Scotland for iconic British brand Dr. Martens.

Following a successful launch campaign for Dr. Martens’ Newcastle store launch last Autumn, that broke global records for opening day sales, O PR has been selected to promote all its stores including and north of Birmingham, working with aSouthern counterpart and its national PR agency.

Dr. Martens has been on a store rollout programme over the last year that has seen its UK High Street presence rise to 19 UK store locations, selling its traditional boots and footwear alongside its clothing range and accessories.

Amy Nelson, UK retail marketing manager at Dr. Martens, said: “The amount of local coverage generated for our Newcastle store opening made us realise the opportunity to have on-the-ground PR support across the UK that understands the individual media and dynamic in each city.

“O PR brought some very innovative ideas for bringing our UK stores to life and in supporting our global #STANDFORSOMETHING campaign at grass roots level.”

Dr. Martens is celebrating the diversity of its audience with a new global campaign bringing to life the brand’s positioning of rebellious individuality.

#STANDFORSOMETHING will hero real Dr. Martens’ authentic characters; who wear their boots and shoes with passion and pride, and their own personal stories about what they stand for.

Key channels for O PR’s 360-degree campaign will include local blogger and media relations, in-store events, sponsorship and product placement and social media-led competitions.

Kari Owers, managing director at O PR, said: “Dr. Martens is exactly the type of brand we love to work with, as they embrace digital PR techniques such as seeding content with local ambassadors on social media, as much as good oldfashioned PR and they like to get under the skin of the city their customers live in.

“We are thrilled to have been given the North and Scotland store brief and look forward to promoting the SS14 collection right away.”

This was posted in Bdaily's Members' News section by OPR .