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Top 10 Campaign in Retail · October 2026
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Top 10 Campaign
Retail · October 2026

Neiman Marcus Star Wars Fantasy Gift

PR Campaign
Wednesday 21st October, 2026

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.

Neiman Marcus Lucasfilm Industrial Light & Magic
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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