The Challenge
Launch a new flagship TK Maxx store in central Edinburgh during the Fringe Festival and drive awareness, footfall and sales.

The Insight
A bold, visible presence in a busy city environment can quickly capture attention and create momentum around a new store opening.

The Idea
Create a campaign centred around saying a big ‘HELLO’ to the city, using a highly visible and mobile activation to engage shoppers.

Execution
A large-scale ‘HELLO’ inflatable was transported around Edinburgh, creating strong visual impact and drawing attention across key locations.

The activation was supported by a Scottish drum band and branded staff distributing merchandise, increasing visibility and engagement on the ground.

A social-led treasure hunt encouraged shoppers to find TK Maxx price tags hidden around the city and redeem them in-store for rewards, driving footfall directly to the new location.

The Edinburgh campaign formed part of a broader toolkit used for new store openings across the UK and Europe.

Result
Store launch exceeded sales targets

High levels of visibility and engagement across the city

Scalable toolkit applied across multiple new store openings