British heritage brand Hunter is well known in the US, and New York in particular, for the Original Rain Boot. Not many however are familiar with the history of Hunter or our product offering beyond the boot. The first objective behind this activation was to educate the local consumer about Hunter’s heritage as a British brand. It was an American, Henry Lee Norris, who founded the brand in Scotland in 1856.
Globally, the brand is seeing very strong success in outerwear and bags, alongside an expanded footwear offer and therefore identified this moment as a driver for greater awareness of these categories targeting a combination of the daily commuter, tourists and New Yorker’s reaching 750,000 passers-by each day.
From Sunday, 22nd October until Wednesday, 25th October 2017 Hunter took over the iconic Vanderbilt Hall at New York’s Grand Central Terminal with a unique pop-up modelled on a traditional British glass-roofed greenhouse. Designed to celebrate Hunter’s heritage as a Scottish brand, the experiential installation recreated the serene misty landscape of the Scottish Highlands within one of Manhattan’s most frenetic terminals.
Visitors entered the greenhouse from Vanderbilt Hall and were greeted by the atmospheric sound of rain, moss underfoot and an ethereal layer of Scottish mist – a mixture of fog and light rain common in the Highlands. Moving through the misty greenhouse, they interacted with some of the brand’s most iconic rainwear pieces in the environment they were designed for.
Beyond the installation, it was important for us to continue engaging the consumer across multiple touchpoints. This included banner advertising on the main concourse of the station, featuring our Core campaign, as well as throughout the station on pillars and a local fly-postering campaign.
Furthermore, we introduced a new hashtag #HunterNewYork and encouraged people to share their experience at the pop up via social media. This was tied in with a competition with the chance of winning a Hunter shopping experience. We ran live social content and had very strong engagement with our Instagram stories in particular. Additionally, this was supported across paid social targeting people within the vicinity of Grand Central Terminal. Grand Central Terminal’s own channels were leveraged via engagement with their database.
The pop-up at Grand Central Terminal shows Hunter’s commitment to continually engage with the brand’s biggest market, the United States. This aligns with Hunter’s experiential marketing strategy to engage and excite the consumer while re-establishing the Core Concept as a collection of weatherproof rainwear essentials.