In spring 2013, Target makes its first international retail expansion, opening 125 to 135 stores across Canada. To engage with consumers and media in such a vast market, the company is using a two-level PR strategy.
The first part is about "listening and learning," says Donna Egan, group manager of communications at Target.
"We talked to consumers, media, shoppers, elected officials, and other key influencers in many different markets," she notes. "We wanted to learn ...