Brief
To raise awareness of Jacques Vert Group’s Outerwear collection during the key selling season and establish a successful alliance with Macmillan Cancer Support.
Campaign
Publicasity helped the brand to organise Coatwalk, a charity walk and fashion show. We drove an intensive pre-event media campaign in key targets such as Vogue, Red and The Daily Telelgraph. To ensure we had ample post-event coverage, we booked elegant newsreader Natasha Kaplinsky to host the Coatwalk charity walk and fashion show and we secured a host of key celebrities to walk the catwalk such as Alex Jones, Jo Wood and Camilla Rutherford.
From our research of the 45+ womenswear market, the consumer likes to have a brand experience where she can trial the product as well as be inspired by it.
Results
In a sold-out event, 200 customers bought tickets to the charity walk around St James’s Park as well as the fashion show. A total of 17 celebrities attended the fashion show with 15 actually taking to the catwalk to model Jacques Vert Group outerwear. In addition to pre-event coverage, we also received post-event coverage in OK!, Daily Mail, Daily Express and more for a total of 112 pieces overall; our KPI was 43!
As a result, we helped raise 200% more than the charity target, we secured the cover of Drapers and Jacques Vert Group surpassed its target that season for outerwear sales.