The task was to propose a location and concept for the opening of a new Ted Baker store and to bring with it a 'touch' of Britain. I've chosen Russia due to its emerging market and decided to focus on 'word of mouth' marketing stategy.  

The first media concept involved issuing Russian dolls decorated with traditional and iconic British imagery to the public. These dolls were used as a way of inviting the public to visit the 'English Tea Room' located outside the store. This would lure people into visiting the store and create excitment around the new opening. Once in the store customers are invited to have their photo taken in a 'Russian doll photobooth'. These photographs are then uploaded onto various online platforms such as Facebook, Twitter, Tumblr etc as well as the Ted Baker website. This promotes online word of mouth marketing and spreads the word of the new opening quickly.