Earlier in the year we were brainstorming ideas to launch our retailers Autumn Winter collections, with our Public Relations agency. After much deliberation we decided that we would bring Patricia Field, stylist and costumer designer from the Sex and the City series and motion pictures to Perth. She would curate an exhibition of iconic costumes to be exhibited within the enex100 Centre and on the ground level of Myer in Forrest Chase. Both enex100 and Forrest Chase are owned by our client ISPT - combining the two assets to present a multifaceted campaign was a trial - that we think paid off!
Patricia Field had to source the costumes from fashion houses in Paris, London and New York as they were returned when filming concluded. It was a lot of work but something we felt the Perth population would love to see. Patricia flew in to Perth on the 2nd of April and we jammed as many media opportunities as possible into her media schedule. It was necessary to generate as much hype as possible!
The aim of the exhibition was to get people in to both the Center's. enex100 is mostly used as a thoroughfare from St Georges Terrace to Hay Street and vice versa, so we needed to provide a compelling reason to increase dwell time in the centre, and to shop of course. Patricia was our answer.
We had scheduled interviews with most Community Newspapers, The West Australian, The Sunday Times and The STM. Furthermore we partnered with local bloggers and had coverage on several popular blogs, Instagram accounts and Facebook accounts...before the exhibition even opened. In all publications we tried to feature the hashtag #styleandthecity so once it did open, fans who posted on social media would use the tag as well.
April 3rd was all go - after the retailers closed their doors at 5.30pm, our agency and the building management team began setting up the staging, mannequins and of course the costumes. Patricia came down to make sure everything was going to plan and that the costumes were displayed correctly. Our agency was able to secure a spot on both the Morning Show and Sunrise that was part filmed on site and then Patricia was interviewed in the studio.
After all that we were pretty excited for a good nights sleep. After all, April 4th was going to be a big day... we had a lot ahead of us...
1 comment:
I loved this event! Having been a huge fan of the show and briefly living in NYC this was a great trip down memory lane. I thought the opening night with champagne and pizza really added to the atmosphere. I think it's important for Perth to collaborate with international artist so we can gain the exposure we deserve
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