The launch of Flying Tiger in North America was about more than opening a store. We needed to tell a story about our quirky brand from Copenhagen and introduce ourselves to some of the toughest critics on the planet- New York City consumers. 

Whether launching a new concept, or a new store from a well known brand, our aim is to engage the consumer in the narrative. This isn't about selling products, it's about selling an experience and positioning the brand for success. For the Flying Tiger flagship in New York City we played on the brand's personality (Danish, Democratic, Design Focused, Experiential and most of all FUN!) and stayed away from product and price point. 

I take a hands-on, very personal approach to all of my projects, for Flying Tiger this paid off in consumer engagement, press placement, and people through the door, making the New York location the best store across the brand world wide for 2015.

An often overlooked segment of Public Relations, is actually my specialty. Hiring and training great people to interact with our customers must be a part of the PR plan of a truly omni-channel brand. Often, customers only personal experience with a brand happens in-store, on the floor. So we take the time, and put in the effort to bring the right people on board, and give them the right tools to help us succeed. We then integrate people into a comprehensive Brand and PR plan that drives engagement, passion and loyalty.