CAMPAIGNS: Kylie undies are launched at Selfridges - Consumer Launch

Client: Love Kylie/Holeproof PR Team: Halpern Fashion Team Campaign: Launch of Love Kylie Timescale: December 2002 - February 2003 Budget: Undisclosed

Halpern was appointed by manufacturer Holeproof to co-ordinate the international launch of Kylie's underwear brand Love Kylie. Its first project was the UK launch, exclusively in Selfridges in London and Manchester on 4 February 2003, and the consultancy is now working on the UK roll out and European launch.

Objectives

To successfully launch Kylie's range of underwear. To create a strong brand identity in target media and to raise nationwide awareness of the brand in advance of the UK roll out later this year.

Strategy and Plan

The strategy was to maximise publicity for the launch with a very tightly controlled media relations campaign, giving exclusives and priority to certain titles.

As well as working with Holeproof and Selfridges, Halpern had to co-ordinate a slew of Kylie's people in the run up to the launch: management company TBM, Australian PR agency The ARC Factory, UK publicist Parlophone, and wholesalers Downunder Wear.

The PR team's other challenges included having only limited time with Kylie and just one photo shoot of Kylie modelling the underwear. Halpern had just 12 shots for placement, which had to be used across the media for various exclusives to maximum effect.

The Daily Telegraph was given the exclusive to shoot the range and break the story on 27 January, and the tabloids leapt on the syndicated pictures a day later. They were also supplied with two pictures of Kylie in the underwear.

On 4 February a press call with Kylie and four models in the underwear was organised by Halpern, hosted by Edith Bowman for a live feed to Channel 4's breakfast show RI:SE. Limited space at the press call was given to ten photographers and ten film crews. Then on 9 February, an exclusive with Mail on Sunday supplement YOU was published.

Measurement and Evaluation

Not surprisingly, the chance to show pictures of one of the world's most famous bottoms led to some enviable coverage.

Kylie and her knickers appeared on broadcast outlets including GMTV, RI:SE, News at Ten, London Tonight, Ant & Dec Saturday Night Takeaway, Liquid News and Radio 1.

In the print media, front page coverage was achieved in The Daily Telegraph, the Daily Express, the Daily Star, The Sun and YOU, which gave the range its cover and five pages, plus syndication in sister paper Ireland on Sunday. From 3 January to 18 February, a print circulation of 34, 935,726 was reached.

Results

Selfridges marketing director James Bidwell says: 'Selfridges is about exposing our customers to new and exciting brands. We are delighted with the huge success of the Love Kylie launch in both London and Manchester - we have been inundated with enquiries and the range is literally flying off the shelves.'

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