Engaging key media through a targeted press event
We were tasked with positioning JD Women as the unsung brand of the high street and showcasing the Q3 womenswear collection to influential press and bloggers. We decided to do this through a press event designed to engage key media through a variety of healthy living activities.
- To be positioned as the unsung brand of the high street, offering unrivalled women’s sporting apparel including exclusive collections, collaborations and brands.
- Specifically targeting fashion media, showcase the Q3 womenswear collection to influential national, consumer, and online Press & bloggers
In order to showcase JD Women as a shopping destination, launch the Q3 collection, and educate the media on the brand’s unique offering we created a ‘Fit with Fashion’ themed Press event.
To maximise Press attendance, the event was held over breakfast, and was hosted in The Sanderson Hotel’s penthouse to allow the JD Women branding to take centre stage.
In addition to this, we devised several creative ideas which would entertain and engage key media through a variety of ‘healthy living’ related activities they could enjoy on the day.
Strategy and Implementation
We took over the Penthouse Suite at the Sanderson hotel and styled the space with mannequins, rails, a screen showing a catwalk video of the new women’s wear collections, and large scale boards displaying key lifestyle imagery.
At the event journalists, were talked through the collections, educated about JD Sports’ exclusive offering and key brands, as well as treated to breakfast prepared by Gizzi Erskine and styling advice from Fashion Director Shelly Vella.
As additional journalist treats we arranged for two massage therapists to offer mini treatments to attendees, and then at the end of the event attendees were also invited to pick an item from the ‘Gifting Station’.
Press were also encouraged to Instagram from the event, with relevant hashtags and handles available on specially designed postcards displayed around the venue.
Upon leaving, all attendees were also given a goody bag that contained a branded USB, pre-loaded with the digital look-book and Q3 launch Press release.
The event theme, as well all of the creative elements, worked extremely well in creating excitement amongst our media targets and encouraging attendance on the day.
The event saw a great attendance from the fashion Press and bloggers, and resulted in key relationships being built between the fashion Press and JD Women.
In total we entertained 117 attendees at the event, which included journalists, well-known stylists and bloggers.
Some of the titles that attended included Look, Stylist, Grazia, Elle, Vogue, InStyle, The Daily Mail, and This Morning – all key targets for JD Women.