© Copyright 2016 Tribeca Public Relations (Pty) Ltd. All rights reserved. ALL INFORMATION AND FIGURES ARE STRICTLY CONFIDENTIAL FOR THE BENEFIT OF THE JUDGES ONLY
PRISA PRISM Awards 2016
Client – African Fashion International
Agency - Tribeca Public Relations
Category – Media Relations
Entry title –Mercedes-Benz Fashion Week Cape Town 2015
© Copyright 2016 Tribeca Public Relations (Pty) Ltd. All rights reserved. ALL INFORMATION AND FIGURES ARE STRICTLY CONFIDENTIAL FOR THE BENEFIT OF THE JUDGES ONLY
OPENING STATEMENT
With six-weeks to conceptualise and execute Africa Fashion International’s (AFI) Mercedes-Benz Fashion Week Cape Town 2015 (MBFWCT) campaign, Tribeca successfully secured over 200 media to attend MBFWCT and generated 448 pieces of on-message coverage that focussed on MBFWCT and the designers’ commercial success.
This campaign is worthy of a PRISM Award because MBFWCT dominated business and fashion pages across South Africa in the weeks leading up to, during and post fashion week. We implemented a national media relations campaign within six weeks, exceeding all of AFI’s objectives.
“Dr Precious Moloi-Motsepe – “Of all the MBFWCT events, we are proudest of the results we achieved through Tribeca’s partnership. The media attention received elevated the business of fashion in South
Africa.”
STATEMENT OF OPPORTUNITY
MBFWCT takes place annually in the Mother City. Tribeca’s challenge was to renew excitement in this well-established event by engaging with key media, developing exciting content, promoting the new venue, The Watershed, and securing a media partnership with no budget.
AFI requested that 35% business media attend or cover the event to embed the importance of the business of fashion messaging for MBFWCT and profile designers to positively influence their sales. Tribeca’s successful media relations campaign created renewed excitement in MBFWCT and the new venue. It also positively positioned AFI across business and lifestyle media, exceeded AFI’s media engagement expectations and assisted in cultivating designer sales.
© Copyright 2016 Tribeca Public Relations (Pty) Ltd. All rights reserved. ALL INFORMATION AND FIGURES ARE STRICTLY CONFIDENTIAL FOR THE BENEFIT OF THE JUDGES ONLY
RESEARCH
Competitor
SA has numerous fashion weeks: SA Fashion Week, Soweto Fashion Week, SA Menswear Week and three AFI Fashion Weeks which all occur around the same time of year and vie for the same media attention.
Since designers show at multiple events; it was vital to cut through media clutter and develop
unique angles to secure relevant coverage for MBFWCT.
Industry
Fashion insider Renato Palmi’s research states: a change in consumer behaviour to promote the desire for and commitment to locally designed clothes must be addressed.
Well-known media moguls claimed that SA’s fashion weeks are still ‘immature’ and the shows don’t actively promote the designers.
MBFWCT’s directive was to facilitate the commercial interaction between designers and consumers – with a strong focus on media relations to bridge this divide.
Media
Having never managed PR for a fashion event of this scale, Tribeca researched over 300 appropriate fashion, business and trade media to ensure we had an all-encompassing media list to communicate to.
Telephonic research was conducted with Tier 1 fashion media to ascertain interest in the new venue – which created much buzz and excitement.
Business and trade media were contacted to gauge their appetite for ‘the business of fashion’ content – which was well-received.
© Copyright 2016 Tribeca Public Relations (Pty) Ltd. All rights reserved. ALL INFORMATION AND FIGURES ARE STRICTLY CONFIDENTIAL FOR THE BENEFIT OF THE JUDGES ONLY
PLANNING
Objectives
1. Organise and manage a media launch to generate excitement for MBFWCT: 2. Secure 100 media from 75 titles to attend MBFWCT that represent a split of:
Tier 1 - 35%: Business
Tier 2 - 55%: Lifestyle
Tier 3 - 10%: Non-core media 3. Secure one unpaid media partnership and 20 interviews for MBFWCT 4. Secure two regional newspaper front pages 5. Secure R10 million AVE through media exposure across 100 media platforms 6. Attract sales from fashion buyers for designers’ collections
7. Create value for partners and sponsors by securing coverage in key titles
Target Audience
LSM 7 – 10, fashion-conscious consumers from all racial groups, throughout SA
Message Formulation A messaging workshop ensured AFI’s business objectives were accurately translated into communication messages:
AFI is the leading African fashion week organiser
AFI is a leader in developmental programmes for emerging designers
AFI supports local designers and provides a platform for established designers to bridge into international platforms
AFI is the gateway to refined African fashion Communication channels
Traditional media: Broadcast, print, online
Social media: Twitter, Instagram, Facebook and influencers
Owned: www.afi.co.za, newsletter and online media centre
Message Vehicles 1. People: Organisers, event sponsors, designers and fashionistas 2. Events: Media launch, model castings, Women’s Month, MBFWCT, VIP after-party 3. Media: Interviews, Q&A, opinion articles, features, press releases 4. Digital: social media, online influencers, www.afi.co.za 5. Media Partnerships 6. Competitions: Ticket and product giveaways 7. Original content: AFI, MBFWCT, Fashion and designer content
Management Consultation
Organisers were involved in PR strategy, messaging development and supported execution.
PR briefings held with organisers, designers and media partners
Organisers and partners were all PR co-operative partners working on shared communication and business objectives
“David Tlale, Designer – “I have never had such incredible PR before, Tribeca was amazing to work with, congrats on the results!”
© Copyright 2016 Tribeca Public Relations (Pty) Ltd. All rights reserved. ALL INFORMATION AND FIGURES ARE STRICTLY CONFIDENTIAL FOR THE BENEFIT OF THE JUDGES ONLY
EXECUTION
Media Launch
Launch held at The Table Bay Hotel to announce designer line-up, new venue and to promote a
fashion installation created by MBFWCT emerging designers
80 media, VIPs and celebrities attended
Content development
Releases: New venue, sponsors, designers, Next Generation designers, Women’s Day, new
developments.
Articles: Select designers profiled on the commercial thread of fashion
Designer Bible: designer profiles
Competition copy
Woman’s Day campaign: Q&As, video content, scripts
Traditional PR
Distributed all content to relevant media
Secured numerous radio, TV, print and online interviews
Profiled AFI, designers, sponsors and key industry players
Women’s Day Campaign:
To give-back to the community, AFI leveraged Women’s month in August as a platform to highlight the heroic work of women who work at Emergency Medical Services (EMS). Three ladies were selected by peer nomination
Each lady and a friend was chauffeured to and from the venue in a Mercedes-Benz, received a makeover by sponsors ghd and M.A.C, attended a fashion show, accessed the VIP lounge, and had photos with Dr. Precious Moloi-Motsepe
Interviews/Q&As and a video of the ladies’ experiences were sent to online media and community newspapers in Cape Town
Competitions
Secured MBFWCT ticket, and ghd and MAC product giveaways with Tier 1 and 2 media Media Partnerships
Secured a print media partnership with The Times to profile MBFWCT and a radio media partnership with KFM that included Liezel van der Westhuizen walking the opening show which received significant media attention
© Copyright 2016 Tribeca Public Relations (Pty) Ltd. All rights reserved. ALL INFORMATION AND FIGURES ARE STRICTLY CONFIDENTIAL FOR THE BENEFIT OF THE JUDGES ONLY
Media Attendance and Management at MBFWCT
Details of accreditation, ticketing and seating sent to media prior to MBFWCT
Managed media accreditation process for 200+ media - priority media selected for front-row seating
Managed media registration, media centre and all MBFWCT interviews
© Copyright 2016 Tribeca Public Relations (Pty) Ltd. All rights reserved. ALL INFORMATION AND FIGURES ARE STRICTLY CONFIDENTIAL FOR THE BENEFIT OF THE JUDGES ONLY
EVALUATION
Objective Result Manage and implement a media launch to generate MBFWCT2015 excitement:
- Secure 15 media
- Generate R300,000.00 AVE
coverage value
Reach 100 000 twitter followers
Publicise messages around AFI’s young designer programmes; Fastrack and Next Gen in 20% of all articles
32 media from 24 platforms attended the launch
Launch generated R617,738.42 AVE coverage
Twitter conversations at the event (#MBFWCT) reached over one million Twitter users.
#MBFWCT trended in SA
65% of all articles profiling the media launch embedded the young designer platforms and development messaging
Objective exceeded
Secure 100 media from 75 titles at MBFWCT tiered into:
- Tier 1 - 35%: Business
- Tier 2 - 55%: Lifestyle
- Tier 3 - 10%: Non-core media
Over 200 media across 134 media titles attended MBFWCT:
36% Business media
56% Lifestyle media
8% Non-core media
Objectives exceeded
Secure one unpaid media partnership Secure min 20 interviews pre, during and post MBFWCT
1.
Two unpaid media partnerships secured with KFM and The Times
36 media interviews took place
Objective exceeded
Secure two front pages in regional newspapers
Four front page spreads were published in regional and national newspapers:
- Sunday Times - The Sunday Independent - The Weekend Argus - The Cape Argus
Objective exceeded
Secure R10 million AVE value through media exposure across 100 media platforms
Secured 488 pieces of on-message coverage across 134 titles
R22.8 million AVE
ROI of 76:1
Reach of 1.5 billion
Objectives exceeded
© Copyright 2016 Tribeca Public Relations (Pty) Ltd. All rights reserved. ALL INFORMATION AND FIGURES ARE STRICTLY CONFIDENTIAL FOR THE BENEFIT OF THE JUDGES ONLY
Attract attention from buyers to
ensure commercial viability for
designers
Snippets from designers David Tlale, Adriaan Kuiters and Antonio Macheve, among others, reported commercial success from the event:
David Tlale: “Tribeca secured great media opportunities and definitely augmented the commercial success of the bridal collection for us.”
Adriaan Kuiters: “The event went very well and the label received a lot of international interest, media attention and requests from new clients.”
XIPIXI: “MBFWCT increased interest and sales of our garments. Tribeca's constant support and the many interviews on radio made MBFWCT a superb success for XIPIXI.”
Objective achieved
Create value for partners and sponsors through coverage:
- Mercedes-Benz: 100
mentions
- V & A Waterfront: 50
mentions
- M.A.C: 20 mentions
- ghd: 10 mentions
DSTV: Five mentions
- Mercedes-Benz: 385 mentions
- V & A Waterfront: 177 mentions
- M.A.C: 32 mentions
- ghd: 12 mentions
- DSTV: seven mentions
Objective exceeded
