Public Relations Society of America
Orlando Regional Chapter • Orlando, Florida

Creating the Hype: IKEA Craze
Gabriella Eitingon, IKEA PR & Marketing Manager

Opening day brought thousands through the doors, many who lined up for hours before the sun rose. And in the months since IKEA’s November 2007 Orlando opening, the iconic retailer remains a destination for Central Floridians. Offering a unique experience, IKEA invites visitors – more than 550 million annually worldwide – to venture beyond the realm of traditional shopping, surrounding them with inspiration and ideas.

But the "IKEA Craze" in Orlando began long before opening day. With experience opening nearly 300 stores around the globe, the IKEA team knows how to create hype, continue the buzz and bring in – and keep – the business. So just what are these tried-and-true strategies? What’s it take to make it happen? How’s everyone involved?

Join PRSA Orlando, Thursday, May 15, as Gabriella Eitingon, IKEA Orlando PR Manager, shares IKEA’s stellar strategies for creating hype long before the store’s opening and continuing the craze well after opening day. She’ll also discuss the crucial role of teamwork and collaboration with staff across the country to ensure a phenomenal grand opening. From behind-the-scenes creativity and planning to the successful execution, find out what makes IKEA such a continuous craze.

When: Thursday, May 15

Where: Citrus Club, Downtown

Menu: Entrée: Grouper
Dessert: Flan

Sponsored by: Tucker Hall

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