CASE STUDY
Swaine Adeney brigg
The Brief
To re-position Swaine Adeney Brigg after the appointment of Alexander McQueen’s formeraccessories designer.To draw away from the equestrian accessories and Brigg umbrellas Swaine Adeney are known for and create a desire around their new bespoke collections.
To raise awareness of the flagship store on St. James’ Street, arrange product placemen in a variety of luxury lifestyle press, and broaden the scope of the brand.
To monitor and evaluate national media coverage.
”We’ve been inundated with product call ins for photoshoots since the PR kicked off, with publications such as Vogue Japan and Wonderland wanting to shoot our pieces.”
The Strategy
To research the target audience for Swaine Adeney Brigg and compile a list of publications
to target to reach these affluent people.
To plan a launch event to showcase Swaine Adeney’s new collection of luxury hand-made
luggage to a select proportion of the media, design and send out the invites, and manage
the guest list.
To liaise with the journalists to secure coverage post event and build relationships with
them to utilise further down the line.
To plan themed routes into the press with new angles each month to demonstrate the
brand evolving with the times.
The Results
“The team at Chocolate PR did a superb job of planning a very targeted event and managed to pull it off with a creative and innovative approach that we would never have thought of – we made some great media contacts on the trip!”
Ian Eastwood, Swaine Adeney Brigg Managing Director.
A launch event was held on The Orient-Express with the crème de la crème of travel and fashion journalists attending from publications such as Arena Homme Plus, Wonderland, Style Bible, The Times Luxx and Condé Nast Traveller, to enjoy a 5 course champagne luncheon and be the first to see the unveiling of the new luggage collections.
Subsequent media relations were maintained to provide products for photoshoots, luxury Christmas gift guides and gadget supplements. Coverage was achieved in publications including T3, Canary Wharf, City Life, Gunpowder magazine, Style Bible, Esquire, Executive Traveller, FHM, La Dolce Vita, London Business Matters, Man About Town, Style Signal and Spire. The media coverage generated was over 8 times the PR spend and reached an audience of over 5million.
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