Case Study: Tommy Hilfiger

Campaign Details

For the store opening weekend, Tommy Hilfiger created an event for VIPs and journalists, a launch night of parties for which the Tommy taxis were used to convey guests between the store and the party venues. To add extra sparkle to the event, each of the nine Hilfiger taxis were adorned with a huge illuminated rooftop bow and the Ambassador Drivers were dressed head-to-toe in Tommy Hilfiger wear. For the remainder of the weekend the taxis were used for Tommy Hilfiger sampling around Knightsbridge and Mayfair and to reward high spending customers with a ride home.

Target Audience

Fashion and lifestyle-conscious young London adults and affluent tourists, visiting London for the festive period.

Campaign Goal & Results

In the run up to Christmas, it can be pretty hard to create stand-out for your brand, and this can be even harder for brands competing for the attention of a fashion and lifestyle-conscious audience. Tommy Hilfiger generated high impact buzz around the opening of their new store, maximised the media opportunity for PR and created a great brand experience for VIPs – all in a style that was uniquely ‘Tommy’.


“As one of their largest retail openings in Europe to date, Tommy Hilfiger wished to generate impact and buzz around their new Brompton Road store, creating brand stature and engagement with a unique Tommy-twist. We harnessed the iconic status of the London black cab, working with Ubiquitous to create a full livery in the Fall-Winter Collection Tartan.”

James McEwan, Group Business Director, PSI