Position Target as a leading fashion retailer to investors and influencers in the critical New York market. 

Background - America’s second biggest retailer. Famous in the mid-west for it’s stylish approach to mass-market retailing, but with no stores in the influential New York market.

Business problem - How could Target reach institutional investors and shareholders, mostly based in New York, with no store presence in that market?

Creative strategy - Create ‘talkability’ around the Target brand by behaving in an unexpectedly stylish way for a mass retailer.

Creative approach - Use high-end media (New York Times), at the same time generating PR through stylish newsworthy events in NY

Results - Mass coverage of events in New York fashion and news media, influencing shareholder value and leading to eventual change of stock-market listing to ‘Target’.