The largest fashion PR event on New Zealand’s sartorial calendar required a cogent dose of refreshed thinking.
After 19 years in the spotlight any major event can begin to feel fatigued in the media, so we relaunched the event with three themes to refresh the narrative: diversity and inclusion, sustainability and business success.
We oversaw all PR and communication for the event from media partnership with MediaWorks, to recruiting international delegates, to managing the 300+ local media who registered for the event itself.
Crucially this was the year of new innovations and industry firsts. For the first time in the event’s history, three New Zealand Fashion Week ambassadors were bought on-board to share the event’s unique story; fashion stylist Sammy Salsa, SAUCE founder Zeenat Wilkinson and MediaWorks stylist Sarah Stuart.
We employed a revised media approach, focusing on highlighting the commercial success New Zealand Fashion Week provides to their designers – which included a video series with the National Business Review and six stand-alone Vogue articles.
And of course we introduced several “firsts” for the event including a Sustainability seminar, a Diversity Conversation, a diversity policy for models and the worlds first-ever fashion show for those with an intellectual disability.
The event itself is a seven-day excursion, with a trade focus from Monday to Thursday, and a public celebration of fashion with Fashion Weekend running from Friday through to Sunday. We helped drive the highest ticket sales ever recorded for Fashion Weekend as thousands of the public flocked to runway shows, brand activations and public seminars.
So, where did we end up? 35 million media impressions, 1.8 million reached through social media and 731 pieces of coverage. With support from an incredible client, we worked together to help cement New Zealand Fashion Weeks rightful place as the biggest event on our fashion calendar for years to come.