NEW YORK: McDonald's is sponsoring Mercedes-Benz Fashion Week in the first national awareness initiative to promote its McCafe espresso-based beverages amidst a regional rollout that began last year. As the only coffee distributed inside the Bryant Park tents, the company is looking at the partnership as a sampling and national media opportunity.
“It's a perfect opportunity at Fashion Week to... get the news out and show how forward-thinking McDonald's is with these espressos,” said Danya Proud, senior manager of US media relations at McDonald's.
Sofia Therios, director of US marketing at McDonald's, added, “Lattes, cappuccinos, and espressos are very trendy, particularly with this group.”
The PR team, working with national AOR GolinHarris, negotiated sponsorship of the Duckie Brown show, where McCafe will have a backstage presence. Steven Cox, one of the menswear label's designers, had worked at McDonald's to help pay for school, and during that time he tailored his uniform to make it fit perfectly, explained Therios. “It was a natural affiliation,” she added.
Aside from providing those involved with the beverages, including models and publicists, the PR team will distribute branded McCafe cards to the show's attendees, as well as incorporate the Cox story into the show's program and into national media outreach.
PR tactics to promote the overall Fashion Week sponsorship include mailings and one-on-one outreach with top designers showing at the tents; national and local consumer, trade, and blogger outreach; and a local giveaway of tickets to various shows, including BCBG Max Azria, Nicole Miller, and Carolina Herrera, among others.
The team also distributed a fashion-themed “McCafe look book” showing the beverages that will be available at the tents.
The team declined to discuss the execution of the national marketing campaign.