Campaign: Destroy footwear seeks broader adult audience - Consumer PR

Campaign: Destroy Client: BSA Footwear PR Team: Chase PR Timescale: April 2003-April 2004 Budget: Part of retainer

UK footwear distributor BSA appointed Chase PR on an annual retainer to handle PR for Spanish footwear brand Destroy. Destroy's range, which includes elaborately decorated cowboy boots and goth-style stacked rubber-soled footwear, had been seen very much as a brand for teenagers, and Chase PR needed to give priority to changing consumer perceptions by focusing on key seasonal trends. Objectives

To increase sales. To gain national coverage, and heighten the brand's profile in a crowded marketplace. To widen the market by challenging press perceptions of Destroy as solely a teenage brand.

Strategy and Plan

Emphasis was placed on establishing strong relationships with the fashion and shopping sections of national newspapers, as well as the women's and teenage consumer press. Key target media included ELLEgirl, Cosmo Girl, B, Elle and Marie Claire, with products chiefly aimed at 'best buy' and celebrity 'get the look' features.

The campaign kicked off with a press launch to display the products at Palladio, a clothing wholesaler on London's Wigmore Street, which was attended by 120 journalists.

The launch was followed by press releases with a strong visual element, stressing the message that styles were trendy, fun and affordable, and competitions and reader giveaways were placed in the women's press. Products were sent to key broadcast media, including This Morning and Big Brother 5, and to agents for pop celebrities including Christina Aguilera, Jamelia and Rachel Stevens.

Measurement and Evaluation

Measurement and evaluation was conducted in-house by Chase PR. In the national press, coverage was achieved in the News of the World, The Sun and the Daily Mirror, and products appeared in B, More, Cosmo Girl, Kiss, Touch, Sneak, Closer, Star, AXM and 69. Coverage included product pictures, credits and enquiry numbers. High points included appearances on This Morning, and Michelle from Big Brother 5 wearing Destroy boots on the night she entered the house.

Results

Following seasonal press releases, 40 to 50 per cent of the targeted press called to request products. The high level of interest generated by celebrity titles indicates that products reached a more adult market.

Sales increased 55 per cent over last year.

Closer fashion and lifestyle writer Ashling McCloy says: 'I have a good relationship with Chase PR. While awareness of Destroy is still growing, they are great shoes - a step above the high street, but not overly expensive.'

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