NEW YORK: International fragrance and fashion powerhouse Chanel has taken on a small Ohio agency that specializes in VNRs and TV media relations to handle PR for the US launch of its new perfume, Chance.
MediaSource, a Columbus, OH-area firm, is pitching national entertainment shows about Chance by focusing on Russian model Anne Vyalitsyna, who appears in Chance's TV ads. MediaSource is putting together behind-the-scenes footage of a Vyalitsyna ad shot in Venice for entertainment shows' usage.
Chanel said Vyalitsyna was "just the right face to embody the excitement of Chance. Impetuous and fragile, a radiant defiance in her eyes, and with a fresh youthfulness and natural grace, new superstar Anne Vyalitsyna seems born to be the international symbol of Chance."
The agency is pitching local media on a survey Chanel is doing regarding what young adults think about love at first sight, said Lisa Powell, agency president. Chance is aimed at young buyers, and is scheduled to be in stores in late August.
"Local shows are a different audience, she said. "The entertainment shows want the celebrity angle. The local media would rather talk about a survey."
MediaSource is getting footage for that pitch from a Chanel-sponsored speed-dating event.
The eight-person agency has worked for The Limited, and has taken on other fashion assignments with New York-based agency LaForce & Stevens, which specializes in fashion-related work.
Chanel contacted LaForce for recommendations on an agency that could produce VNRs and pitch TV news outlets, which was how it found MediaSource, Powell said.