Consumer - Sony Ericsson turns to fashion

Campaign: Sony Ericsson - Maria Sharapova Design Collection Launch Client: Sony Ericsson PR team: Burson-Marsteller & in-house Timescale: April-June 2008 Budget: c. £120,000


The global communications team at Sony Ericsson brought in Burson-Marsteller in April 2008 to support the unveiling of the Maria Sharapova Design Collection range of accessories.


- Establish a credible link between Sony Ericsson and Maria Sharapova

- Position Sony Ericsson as a design leader

- Generate international media coverage about the press launch event and the Maria Sharapova Design Collection.


Burson-Marsteller worked with local PR teams on a fashion show. It produced a broadcast quality film and B-roll portfolio featuring an interview with Sharapova and a Sony Ericsson designer, clips from the fashion show and a demonstration of the accessories in use. In partnership with NewsMarket, Burson-Marsteller then organised an international video and photography release from the launch event.


Content was downloaded by 250 outlets in 29 countries, with coverage achieved on outlets in Germany, Spain, France and numerous online outlets in South America.

Publications that featured the event included Spanish Elle, Russian Hello, Greek Harper's Bazaar and Danish Cosmopolitan.


Forty journalists and photographers from more than 13 countries attended the event.

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