• Through press coverage, create strong desirability and aspiration around the Valigia item and the Peroni brand
• Showcase Peroni Nastro Azzurro’s genuine Italian style credentials
• Support Peroni Nastro Azzurro global markets in their local launches of Valigia
• Create a platform which enables Peroni Nastro Azzurro to reach true advocates and trendsetters – the cornerstone of any successful style brand
The Challenge
• Create media excitement around the Peroni and Berardi partnership and give a unique experience which translates into a story
• Ensure quality messaging and imagery used across all international media
• Build interest across the PNA markets to launch the Valigia story, translate and adapt to a wider audience.
The Solution
• GSC organised an exclusive, international press preview of Valigia to launch the project. The preview involved 1-2-1 interviews with Antonio Berardi and top international journalists
• GSC worked with high profile journalists to communicate the story and secure media coverage on the project following the preview
• GSC created a full press kit including a podcast interview with Antonio Berardi to talk about his inspiration for Valigia
Results
• Top international media attended international launch event including Financial Times, Wallpaper, Dazed & Confused, BMI Voyager, Vanity Fair, CNBC, BBC, Marketing Week, Blueprint, Brewer’s Guardian, 10 Magazine, Luxury Channel
• PR coverage £400,000.00 achieved to date
• GSC secured a partnership with an exclusive global online retailer www.yoox.com to sell Valigia from July 2009 at a retail price of £700 |
