• To achieve cut through amongst audiences (Russian consumers and trendsetters) used to very big budget launches and uber VIP events on a small budget
The Challenge
• Create a stylish, anticipated and impactful launch in Moscow, a city where consumers are constantly bombarded by luxury brands trying to set up in the market place
• Reinforce and showcase Peroni Nastro Azzurro’s genuine Italian style credentials
• Create a platform which enables Peroni Nastro Azzurro to reach true advocates and trendsetters – the cornerstone of any successful style brand
The Solution
• GSC secured a partnership with top Italian designer Antonio Berardi who is rated within the top 10 luxury brands in Russia. This partnership created a platform to target style media and secured the attendance of Moscow’s elite at the high profile event
• GSC worked with designer to create an art/fashion installation of the three ‘parachute dresses’ from Berardi’s recently revealed A/W 2008-2009 to be featured at the launch. These key pieces featured in the finale of Berardi’s new collection and were highly in demand at the time, creating a stir in the fashion world (the dresses have been shot by Vogue China and Vogue US)
• GSC hosted seven top International media on a trip to the launch in Moscow, Russia, where they enjoyed a behind the scenes insider view of Moscow fused with Italian style and an authentic Russian experience
• To ensure quality messaging across all international media
Results
• Top International TV, trade and consumer media attended the PNA launch in Moscow including: CNBC European Business Magazine, CNBC Luxury Channel, Wallpaper*, WGSN, Voyager Magazine, Coolhunter and Drinks Business attended. All the publications ran quality features on the launch
• The launch generated quality features in International media including drinks trade, consumer, fashion, style, business, broadcast and online media. The features ranged from 1/2 page news pieces to double page spreads in publications including: CNBC European Business Magazine, CNBC Luxury Channel, WGSN, Wallpaper*, Voyager Magazine, Drinks Business, OK!, Lusso Luxury, Ten Magazine Russia, Coolhunter, Drinks International, The Publican, BBC Russia, MTV to name a few. Resulting PR Value across Russian and international media to date: £837,216+
• The CNBC Luxury Channel piece included Peroni Nastro Azzurro’s launch in Russia was included in a feature documentary which aired on CNBC about the luxury market in Russia and included interviews from: Suzie Menkes, Herald Tribune, Sidney Toledano, President & Chief Executive of Christian Dior Couture, Donatella Versace, Amanda Wakeley, Francois Le Trouquet Cartier, Ferragamo, Tom Ford, Julien Macdonald, Igor Chapurin, Silvia Fendi, Nadja Swarovski, Denis Simachev and Antonio Berardo.
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