Mason Williams lands Dior launch

French fashion house Christian Dior is planning a PR blitz surrounding the opening of its first store in Manchester.

The group - known for both its fashion accessories and fragrances - has hired the Manchester office of PR agency Mason Williams to handle publicity and media relations for the launch event next week.

Mason Williams Manchester managing director Rita Rowe said the agency is leading a consumer PR push targeting local and national media for the launch party, held at the new store in Selfridges, Exchange Square, Manchester.

‘Our local press falls within a 35-mile radius of Manchester city centre, and more and more people from further afield are coming to Manchester for the shopping scene, so a much bigger audience is available to us to get news out to,’ said Rowe.

The store opening party coincides with the launch of the fashion label’s new bag, which forms part of the Hard Core Dior range.

Rowe said details of the bag and party are being kept firmly under wraps until the event.

Mason Williams senior account manager George Anthoulakis is leading a team of four on the project brief, reporting to Dior PR director Emer Melody.

The agency is also helping Dior compile a guest list, with up to 300 people due to attend.

Dior hired the agency without a competitive pitch, following referrals from department store Selfridges, which is hosting the Dior shop and previously used Mason Williams for its Manchester launches.

Selfridges first opened in Trafford five years ago and launched its store in Exchange Square, last year.

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