No matter if you're a Witch, a Wizard or a Muggle, the "Magic Awaits" you at the Harry Potter Store in Chicago. Whether you're indulging in a butter beer, picking out a Wand, or getting sorted into your Hogwarts House, Chicagoans between the ages of13-45 years old who loved the books and watched the movies can relive the magic of the Wizarding World and be apart of a community that is kind, inclusive and supportive. So what are you waiting for? The "Magic Awaits".
This multi media campaign done with Paul Etayem includes a Direct Mail Marketing Campaign , a Guerilla Marketing Campaign Proposal, and Story Board that communicate the main message in different ways to get the traget demographic to visit the store.
Hogwarts Letter (Direct Mail Marketing Campaign)
In order to get into Hogwarts School of Witch Craft and Wizardry, not only do you have to possess magical talent, but receive an acceptance letter from the school. Thats why a Direct Mail Marketing Campaign in the style of a Hogwarts Acceptance in which you receive an invite with a store discount, is a perfect way to get fans in the target demographic to visit the store and make a purchase.
Guerilla Marketing: Chicago Transit Authority x Hogwarts Express (Proposal)
In the first Harry Potter movie our main protagonist has to board the Hogwarts Express in order to get to the school. It would be really cool if the City of Chicago utilized the above ground subway trains by dressing them up as the Hogwarts Express (Interior and Exterior) and have one of them lead to the Harry Potter Shop on 676 N. Michigan Ave. The Chicago Transit Authority (CTA) does a similar tradition of decorating their trains during the Christmas Season. You can have employees participate and hire actors to be passengers to bring the magical experience to life and demonstrate that the “The Magic Awaits”.
Storyboard Commercial
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This is a storyboard for a potential T.V. commercial for the Harry Potter store. It takes us through a journey of a young boy who is virtuously by himself until he finds a magical stick that transports him to the Harry Potter Store and reminds him that a supportive, kind, and inclusive community awaits him at the store.