Tiffany & Co. is among the most iconic brands in the world, in conjunction with its flagship store located on 5th Avenue in New York City. This location is currently undergoing a prolonged renovation, as major restorations are underway.
As the original flagship is not planned to reopen until late 2021, Tiffany’s has opened its temporary replacement donned the ‘Flagship Next Door’. With the goal of amplifying public awareness of this interim location, the company has launched a city-wide street furniture campaign displaying its updated address.
As address changes can harm the business of brick & mortar stores, street furniture campaigns are a simple but effective way to maintain the sales at alternate locations. These campaigns can inform audiences who are already customers or even convince passerbys to visit the advertised store, utilizing the drive-to-store strategy. Tiffany & Co. has seen success on both sides, resulting in the extension of their ongoing campaign with JCDecaux throughout 2020.