This year the New Store has a new concept: Stories of Hope. And with it, once again, the perfect alternative to get more donations for the Red Cross in Spain and Portugal.

To promote HOPE in this new package, we built two replicas of a bookstore where every book had blank pages inside. And each book had an inspiring cover and title.

The idea: the more Hope was purchased, the bigger were the chances that these stories would become real. PR was used extensively to promote this concept and the idea behind the Stores. It was crucial to generate buzz before the opening and sustain interest throughout the run. PR also helped us gain credibility and importance from the media and general public.

As a result, the Store that sells Hope again changed the meaning of giving a gift during Christmas. The books with blank pages, but with inspiring covers, were embraced by everybody. PR helped this become news in major magazines, newspapers and received prime time coverage. PR was more than another part of the campaign supporting the STORE. It was the launching pad of the whole campaign. And the reason the STORE received public and media acclaim.

The idea was that any client that purchased Hope in the form of these books contributed to turn these stories true. Both Stores were a success and helped the Red Cross write some of the happiest stories ever.

Research shows that books are one of the most gifted items every Christmas. Thus, by presenting an inspiring alternative, we were able to turn Hope into a bestseller. And furthermore, the fact that books cater to our imagination gave us the perfect tool reach our audience in the Christmas season. The creative execution was relevant as it was able to stir people's imagination in a time of need for all of those supported by the Red Cross.Hope, as a product once again struck a chord with the public.And the PR campaign generated credibility and strengthened the Store+ and the Red Cross as a brand. But not just any brand, but one that clearly has become a brand of choice during Christmas time.