Events

Debenhams

Background

Debenhams have supported Tommy's for over four years initially through our Parent Friendly Awards, developing into sponsorship of two of our design-led fundraising events - Jimmy Choo Retrospective 2001 and Building Blocks 2002. The relationship has continued to evolve and now includes tactical activity in-store.

The Event - Building Blocks

The theme for the main event of our 10^th Anniversary year was based on children's building blocks. Large wooden blocks were sent to celebrities, sports individuals, politicians, musicians, fashion designers and actors to personally design. There were four key elements to this event.

National Roadshow exhibition of the blocks (sponsored by Debenhams)
Media campaign to promote the event and encourage bidding on E-bay
Auction of the blocks on E-Bay
Grand finale event and auction of high value Building Blocks (sponsored by Bloomberg LP)

Mechanics

Window exhibition stands were designed to hold a selection of the designed blocks and were displayed at Debenhams stores - Edinburgh, Manchester, Cardiff, Southampton, Bristol, Guildford and London Oxford Street
Dennis the Menace and Gnasher pin badges were available in stores during the two-month campaign (replicating their designs on their building block)
Regional and national PR campaign supported the exhibition

Results

Debenhams was promoted to over 200 high profile individuals
Re-enforced Designers at Debenhams theme through the association with over 170 high profile personalities
Debenhams received mentions in 41% of the total coverage with an equivalent advertising spend of Ł400k
Debenhams helped us to raise a further Ł150k from additional sponsors by featuring their logos on the windows
The total amount raised from this event was Ł355k
Donation via Debenhams of a full page advert in Vogue

Example of media coverage achieved for Building Blocks

The Sunday Times magazine October 2002