CAMPAIGNS: Watch show links sport and fashion - Product Launch

Swiss sports watch maker Tag Heuer presented PR teams around the world with a global brief to promote the launch of its Link watch. The idea was to tour an exhibition around major world cities - London, Tokyo, Paris, New York, Sydney, Milan, and Munich - from September 1999 to March 2000.

Swiss sports watch maker Tag Heuer presented PR teams around the

world with a global brief to promote the launch of its Link watch. The

idea was to tour an exhibition around major world cities - London,

Tokyo, Paris, New York, Sydney, Milan, and Munich - from September 1999

to March 2000.



Peretti Communications was the UK agency.



Tag Heuer approached fashion designers Alexander McQueen, Karl

Lagerfeld, Narciso Rodriguez, Thierry Mugler and Gianfranco Ferre to

create a collection for five of Tag Heuer’s sporting ambassadors: Boris

Becker, Colin Jackson, Leonardo, Monica Seles, and Marion Jones. The

clothing designs were inspired by the ’S’-shaped link of the new watch’s

bracelet.



The sportsmen and women were photographed wearing their outfits by

photographer Peter Lindbergh. The photographs and the original designs

for the clothes were exhibited on the tour, and will be auctioned for

charity in March.





Objectives



To promote Tag Heuer’s newest watch to a UK target audience on the

London leg of the tour during October 1999.





Strategy and Plan



The agency needed to support the global exhibition project while making

it relevant to the local audience.



Product placement and sports and fashion photographic coverage was set

up in July 1999 with editors and fashion editors of key national

magazines.



A photo exclusive was agreed with GQ.



Peretti Communications renamed the exhibition, originally called Sport

and Fashion, as The Human Link to gain extra product reference.



The agency then looked around for a high-profile venue for the three-day

outdoor exhibition, and came up with Trafalgar Square. The show was free

to the public and open 24 hours a day.



Peretti approached sports, fashion, style, arts and ’what’s on’ pages,

plus picture desks, to set up preview coverage using the Lindbergh

images.



On the launch day of 13 October, a media call in Trafalgar Square with

Boris Becker and Colin Jackson was attended by 30 media representatives,

including photographers, TV crews and radio reporters. Press, radio and

TV interviews were set up including a pre-recorded interview with Becker

talking about one of the photographs for Clive Anderson’s All Talk

show.



That evening, Tag Heuer UK managing director Neil Duckworth and Becker

hosted the Link Party at Asia de Cuba in London’s St Martin’s Lane,

attended by 220 key opinion formers from the worlds of sport, fashion,

film and the media. The party was followed by a private dinner for 25

guests at Teatro.





Measurement and Evaluation



The activity will be evaluated through media analysis, including the

quality, environment and impact of messages, once all coverage has been

collated next month.



The watch and the exhibition were covered by seven national and local

television items, including London Today, Sky Sports News and Clive

Anderson All Talk on BBC1. There were six national and local radio

mentions, plus an IRN-syndicated piece to 220 regional radio stations.

The show also gained seven national and seven regional newspaper

features and news items, and features and product placements in 21

national consumer magazines.





Results



More than 250,000 visitors and passing drivers were exposed to the new

watch by the exhibition, and the agency succeeded in getting significant

coverage of the exhibition as a valid event in itself.



Client: Tag Heuer

PR Team: Peretti Communications

Campaign: Launch of Tag Heuer’s Link watch

Timescale: October 1999

Budget: Less than pounds 50,000



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