Campaign: Your Season magazine
Client: Keith Prowse
PR team: Triggerfish Communications
Timescale: July-October 2010
Keith Prowse is the official hospitality provider to events such as the Henley Royal Regatta, Cartier International Polo and Wimbledon.
- To find a partner to match Keith Prowse's brand values
- To increase customer base.
Strategy and plan
Research was undertaken to find a suitable brand affiliate from the fashion industry that matched up to Keith Prowse in terms of heritage, customer base, brand make-up and international status.
Jaeger's customer base, characterised by decision-making women, matched with Keith Prowse's target audience. Jaeger's Victorian brand heritage and reputation as an international leader in its field made it a suitable brand buddy for Keith Prowse.
A client event was held by Keith Prowse and Jaeger at Jaeger's Regent St branch. A hospitality guide entitled Your Season was put together, to which Jaeger contributed editorial and outfit samples. An in-store competition was held, offering two Jaeger store card holders Keith Prowse packages at the Cartier International Polo.
Measurement and evaluation
The partnership was covered in Square Meal, Event, and Oxford Prospect.
The event was attended by more than 150 people. Your Season magazine was distributed to 20,000 people.