Hustler Hollywood

• A careful seeding campaign to introduce the Hustler Hollywood phenomenon to the UK, building to a launch climax in autumn 2004 with the first UK store and inaugural website of this US phenomenon

• Brand positioning strategy to communicate Hustler Hollywood as a successful business model within business sections of national broadsheets. Heroing Theresa Flynt Gaerke, Larry's daughter, as the woman, spokesperson and expert behind the brand concept. Heroing UK website, design and development of UK store and the product mix to protect brand stories from too many "Larry Flynt" associations and creating a high profile launch event to drive publicity and footfall

• Pre-launch: 4 page profile on Theresa in Glamour, 4 page profile on Larry in Saturday Times Magazine, half page features in business sections of Sunday Telegraph and the Times

• Launch: In-depth features in The Guardian, The Telegraph, The Sun, Daily Star and Sunday Mirror. Widespread national photocall coverage. Extensive broadcast coverage – BBC West Midlands, Central TV, Radio 1, Virgin, Heart, Radio 5 , Radio 2

• £350,000 worth of editorial coverage before first store opened, £570,000 launch coverage in two months surrounding launch