The problem
Party City needed a stronger reason to shop.
In 2024, Party City faced online competition and seasonal sales. We needed to show customers why they should choose Party City beyond its product selection.
The research
Convenience was the opportunity.
We reviewed the business and built a SWOT analysis. Then we narrowed the brand's strengths to affordability, convenience, and reliability. Convenience gave us the clearest direction.
The decision
Make the whole party easier.
Buying supplies is only one part of hosting. Our idea was to help with planning, delivery, setup, and cleanup, under the message Accessible Celebration.
The solution
Party City Express would bring the party to you.
We proposed a service that handles planning, delivery, setup, and teardown. A TV storyboard showed a parent using Party City Express to organize a last-minute birthday party.
The outcome
A service concept and campaign proposal.
We developed the Party City Express concept, campaign message, and storyboard. The service was proposed, not launched.