Trending PR Campaigns
Neiman Marcus Star Wars Fantasy Gift
Neiman Marcus put a $180,000 Star Wars experience at the centre of its 2026 holiday gift collection. The package offers private access to Lucasfilm and Industrial Light & Magic, custom lightsabers and four VIP tickets to a future premiere, turning the retailer’s annual luxury gift guide into a headline-grabbing invitation into the franchise.
Why it worked: It piggybacked on Star Wars’ 50th-anniversary news cycle with a scarce, behind‑the‑scenes access package that only money can’t usually buy.
The lesson: Consider tying your product to an imminent cultural milestone by selling ultra-limited insider access, not stuff, with a clear price tag.
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