OBJECTIVES

To position Borders as the Number 1 book retailer in Singapore; emphasize the success of the Borders store in Singapore, which is the best performing Borders outlet worldwide; and encourage more Singaporeans to become and remain loyal Borders customers

CHALLENGES

Borders has faced increased competition with an influx of other international bookstores brands entering the market including Kinokuniya (which has two outlets in Singapore), and Pageone

APPROACH

ICON developed a strategic media outreach programme which began with Tier 1 news and business media. We drafted a messaging platform which focused on the position of Borders Singapore as the #1 performing outlet in its international network; the international expansion of Borders (which began with the opening of the Singapore outlet nine years ago); and Borders' ongoing investment in improving the customer experience.

RESULTS

Widespread coverage in Straits Times, Business Times, TODAY, I-S Magazine and ST Life. Each of the three key message points appeared in at least one headline, and all of them appeared in every news article, together with the "proof points" and illustrative anecdotes which we had rehearsed with Borders local management prior to the first media session.