Style in the City

Visit website, Style in the City

  • Organised by Brand Events, The Sunday Times Style in the City is a three-day fashion and beauty event that takes place at key retail venues across Birmingham’s city centre.
  • From 24-26 September, the city hosted a range of fashion and beauty events including a Catwalk Show hosted by Emma Willis, and Jewel Room at The Mailbox, as well as Myleene’s Style MasterKlass at Bullring, and The Oasis at Pavilions. There were also a series of in-store events at Harvey Nichols, House of Fraser, M&S, and Selfridges.
  • Rewired PR was brought on board at the end of July 2009 to carry out a PR campaign in the eight-week lead up to the event.
  • The brief was to generate coverage in local, regional, national, online and broadcast press
  • Our main objectives were to:
    Increase ticket sales
    Generate press coverage
    Raise profile of the event line-up
    Hold a press launch
    Manage requirements of partners
image image image Next page, Approach
  • Once appointed, Rewired PR compiled an extensive press list – including all relevant regional and national press.
  • We also compiled a detailed PR activity timeline; detailing all activity in the lead up to the festival. This enabled us to ensure that all key messages were being pushed and that we were promoting the individual elements of the event.
  • We held a number of events in the lead up to Style in the City, including promotional activity in Bullring during the filming of Gok Wan’s ‘How to Look Good Naked’ and a fashion showcase at Fazeley Studios to announce the ‘Designer of the Future’ competition.
  • We also ran a photo shoot at Malmaison, featuring clothes from Harvey Nichols and Selfridges, which ran in Birmingham Mail, Birmingham Post and Sunday Mercury.
  • Three weeks before the event we held an exclusive press launch at the top of the Rotunda, featuring Emma Willis as a guest. This was an opportunity to talk about the event in more detail and announce details of the Catwalk Show. This achieved front page of Birmingham Post.
  • In addition to this, we handled all press activity, including sending press releases, selling-in features, securing competitions, and planning interviews and photo calls at the event.
  • We also handled the Style in the City Twitter and Facebook accounts.
  • Communication was a key factor to the success of the campaign, and Rewired PR was in daily contact with Brand Events and Retail Birmingham. We also circulated weekly update emails, detailing activity carried out for the week, coverage agreed and achieved, as well as key activity for the following week. We also attended regular meetings with the key organisers, and maintained regular contact with retailers and exhibitors.

 

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  • Style in the City 2009 saw over 10,000 visitors; a 15% increase on the 2008 event
  • The PR campaign achieved over 102 pieces of coverage:
  • National Newspaper - 1 -
    National Monthly/Weekly Magazines - 4 -
    Local and Regional Newspapers - 26 -
    Regional News Online - 16 -
    Regional Lifestyle Magazines - 16 -
    Regional TV and Radio - 6 -
    Fashion, Lifestyle and Culture Websites - 33 -
  • Coverage included a listing in the Guardian Guide, as well as pictures of Emma Willis at the Press Launch in Now and New Magazines. We also secured an extensive feature on ITV Central Tonight and two front pages of the Birmingham Post.
  • The total advertising value equivalent of the Style in the City campaign was over £1 million.

 

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