TK Maxx press ads mock decision about Piccadilly Circus store

by Joe Thomas, marketingmagazine.co.uk 01-May-09, 09:30

LONDON - TK Maxx has launched a press campaign mocking the decision by Crown Estates not to allow the retailer to open a flagship store at London's Piccadilly Circus.

The press campaign uses the slogan ‘No big labels in Piccadilly? How very very silly.' According to reports, the US retailer was denied permission to open a store by Crown Estates because it is not posh enough for the area.

Last month Max Clifford signed up celebrities in an attempt to persuade the property company, which runs the Queen's estate, to allow the store to open. The retailer had hoped to open a store at the site of a former Virgin unit at Piccadilly Circus.