Mercury PR



Mercury PR won a 6-way pitch as the appointed PR agency for new-to-market fashion retail powerhouse Hennes & Mauritz AB (H&M), driving the brand’s communications plan to elicit emotional responses, brand assimilation and drive traffic to store. The international fashion retailer made its Southeast Asian debut by opening its first store in Singapore. We created brand value through a clear and relevant PR proposition communicated powerfully and consistently.

Mercury’s goal to secure maximum exposure for the new brand resulted in one of the most celebrated and talked about campaigns in Singapore. Wall-to-wall news coverage appeared, and story continued to make headlines with national coverage running for months.

On its opening day at Orchard Building, Grange Road, 1500 H&M fans turned up. During the launch of Versace for H&M, the Singapore store emerged as the best performing store in the world for their sales.