TNT

Situational Analysis

With their finger always on the pulse of the latest trends, NKPR was the agency of choice when TNT was looking for PR representation. NKPR created a comprehensive PR campaign for TNT, from media relations to sponsorship initiatives to internal communications.

Objectives

1. Introduce TNT to a broader marketplace and the media
2. Reinforce the TNT brand identity as a retailer of leading-edge apparel among its customers, potential customers, and the media
3. Initiate and develop long-term relationships between TNT and the fashion/retail media
4. Position TNT as the go-to-source for information regarding the latest trends and leading-edge designer fashion
5. Establish an in-store event strategy e.g. special events to take place in the spring and fall
6. Create a long-term marketing/PR strategy for TNT

NKPR conducted an extensive public relations campaign that included projects such as a joint sponsorship initiative between TIME Magazine and TNT for the Toronto Film Festival, the launch of the new Jaidan pant line, and the grand opening of the new TNT store on Eglinton. Through an effective, strategic approach and a strong media relations campaign, NKPR has been able to communicate TNT's key messages by engaging the media and therefore the public. NKPR has garnered coverage for TNT in national Canadian publications such as The Globe and Mail, TIME Magazine, Wish Magazine, and FLARE.

Editorial Highlights

1. "Sophisticated, subdued and hip, the cropped Jaidan is Balenciaga-inspired, Chloe-esque and, according to Assaraf, 'very directional'".
   -Fashion Magazine, Launch of Jaidan
2. "I could tell you how lovely Charlize Theron looked, along with everyone else who was outfitted for the evening by TNT Blu".
   -Globe and Mail, TNT Toronto Film Festival Sponsorship

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