MARKET VISIT | AUSTRALIAN LAUNCH
MCMPR was the agency partner of choice to lead the Australian launch strategy for Anine Bing; providing market intelligence and expertise to guide the brand’s successful entry to market to coincide with the opening of its flagship Paddington boutique.
The brand’s unique mix of Scandinavian heritage and American energy was amplified through a dedicated communications strategy that connected key media and tastemakers in the Australian market with founder, and brand namesake, Anine Bing with a packed schedule of interviews and introductions ahead of hosting celebrations at the newly opened Sydney boutique.
MCMPR was responsible for the event production and guest list; as well as a pre-event styling suite to allow new and existing friends of the brand a sneak peek of the store, and a chance to select an outfit to be dressed for the evening. The launch campaign resulted in a total of 189 pieces of coverage and attendance at the boutique event from top-tier titles including; VOGUE, Harper’s Bazaar, ELLE, RUSSH, InStyle, The AFR Luxury Magazine and Stellar and local tastemakers; Talisa Sutton, Bella Thomas, Brooke Testoni, Nadia Fairfax and Pip Edwards.