Ice-Watch maker hires BJL for glasses range launch

BJL has been hired to handle the consumer PR launch of Ice-Watch Eyewear, a new range of glasses from the manufacturers behind the Ice-Watch.

Pennine Optical Group has drafted in the agency for the launch, including all press office activity, proactive media outreach, celebrity engagement and content creation, as well as developing plans for forthcoming social media activity.

Targeting consumers in their twenties, thirties and forties, media strategy will focus on positioning the brand among fashion, shopping and lifestyle sections in a wide range of outlets. 

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