Fortnum & Mason - Chapel of Love

Tasked with creating a Valentine’s Day PR campaign to drive footfall, research discovered that Fortnum’s had a licence to marry. So Fortnum’s built the first ever in-store chapel and invited people to get married. Social and media push resulted in 40 editorial articles reaching 100 million whilst Instagram engagement increased 40% with over 2 million impressions. We had hundreds of enquiries, dozens of proposals, several renewals and three actual weddings. Footfall and online visits increased 32% and 17% respectively and sales went up 37% and 50% respectively versus 2019. This was Fortnum’s most successful Valentine’s Day promotion of all time.